After careful consideration, we believe that Calyx flowers should revamp its online presence and increase its use of internet-based marketing in order to position itself as “efficient” and better suit the needs of its main customer.
To begin, Calyx should combine the two domains it operates under. By creating one website, Calyx increases ease of use and prevents customer confusion and frustration, which could cause loselost sales. Next,Also, Calyx should begin bundling products, like flowers and vases, to create pre-made selections for customers and also provide suggested items based on the products a customer has in their cart or has purchased in the past. This feature will allow Calyx customers to quickly purchase a pre-designed item or easily add another product to their cart, reflecting “efficiency”. The pairings and successful recommendations will also translate into more products sold per order, which will increase average purchase price and, by extension, boost revenue.
Calyx should use online marketing in a way that appeals to its target demographic – professional women. Since upscale professional women are more
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The program allows Calyx customers to order flowers for an entire year in only one transaction. This caters to the professional woman’s busy schedule as it eliminates the need for twelve separate purchases. It also allows Calyx to enter into deals with customers and retain business on a yearly basis, providing them with guaranteed recurring revenue and the opportunity to build a strong relationship with consumers. The acquisitions costs of getting a different customer each month is significantly higher than simply signing a one-year contract with the same customer. Calyx should also market its other offerings, such as pre-designed arrangements and their regular flower line in order to ensure a cohesive strategy and grow sales for those