LILY FARMS NURSERIES: A COMPANY CULTURE CHANGE TO SURVIVE

Authors

  • John Marsh University of Mary Washington
  • Bobby Lewis University of Mary Washington
  • Kim Gower University of Mary Washington

Keywords:

sales, strategy, customer relationship managment

Abstract

Lily Farms Nurseries and Landscape had been struggling in their retail division since the economic downturn in 2007. Sales had been flat, a few lower volume locations had been closed, and transaction counts had been dropping. In 2015, a significant price increase helped profits, but transactions continued to fall and it was determined that further price increases could not maintain the growth Lily Farms needed in sales and profit to remain one of the top ten independent nurseries in the country. Company president, Corey Fields, decided a major change would be needed get the retail division the growth it needed to return to sustainable profits. Corey was determined to change the culture at Lily Farms with the goal of creating better engagement with the customers and enhance the customer experience when shopping at Lily Farms in order to accomplish the organization’s financial growth.

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Published

2024-01-28

Issue

Vol. 18 No. 2 (2021)

Section

Cases

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