Small Happiness with a Flower Every Week: ReFlower's joy and sorrow in creating customer value
Product Number：
EN_2020XXXTYDZSW_1743
Page Views：
655
CaseName：
Small Happiness with a Flower Every Week: ReFlower's joy and sorrow in creating customer value
Authors：
Li Dongxian, Yang Bo, Chen Wenjing
Author Affiliation：
Renmin University of China
Enterprise/Organization：
ReFlower
Industry：
Services
Discipline：
Information Technology & E-commerce
Scale：
SMEs
Language：
English
Type of Case：
Decision Case
KeyWords：
ReFlower, upgrade consumption, marketing policy, flower e-commerce
Abstract：
In the trend of consumption upgrading, flowers are shifting from traditional gift consumption to daily consumption. As an electric business that provides customers with weekly, monthly, quarterly, and annually flower ordering and themed flower delivery services for customers through the WeChat public account, ReFlower had a good start with accurate positioning and efficient marketing with new media as its carrier. However, as more and more enterprises get involved, ReFlower faces a lot of difficult choices due to the high homogeneity of the products, the vicious low price competition, and the counterattack of the offline physical stores. How to adjust the marketing strategy and policy in order to develop better in the future is a practical problem that ReFlower must consider seriously. This case fully explains the whole process of ReFlower from the grasp of environmental opportunities to the formulation and implementation of marketing strategies.
Intended Audience：
Undergraduate,EE,MBA,EMBA
Data Source：
Secondary
Publication Date：
2018
Revision Date：
2020
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