Gosberton Bank Nursery
www.freesia.co.uk
Background
Gosberton Bank Nursery, based in Spalding, Lincolnshire, is the UK's largest grower of freesia. Traditionally, the company sold freesia through distributors such as florists and supermarkets. Established in 1996, the company now has a team of nine.
The Business Opportunity
Gosberton Bank Nursery has seen a decline of 40% in the price of freesia since it was established four years ago as the exchange rate has made it difficult to compete with importers. The length of the supply chain means that the freesia, which usually have a vase life of up to 14 days, reach the customer with just seven days of vase life remaining. Leslie McClements, Director, Gosberton Bank Nursery, wanted to raise the quality of the product through the ability to trade directly with customers rather than through a lengthy supply chain.
The Solution
Gosberton Bank Nursery developed its own web site with an online booking facility. The whole purchasing process is done online, with individuals able to order and pay for tailored bouquets of freesia through the web site. The nursery dispatches the well-packaged bouquet to anywhere in the UK via first class post on the day specified by the customer. The web site provides an email database for use in future marketing initiatives and has a facility for customers to register special dates on their record, which will automatically generate a reminder from Gosberton Bank Nursery.
Success
Since launching the web site in January 2000, the company's turnover has increased by 15%, opening up the company to international customers for the first time. The web site is now the most profitable part of the business, with Internet orders expected to account for at least 50% of turnover within the next two years. Gosberton Bank Nursery now has direct access to its customers and has diversified into new markets, reaching individual customers around the world, through its web site. E-commerce has shortened the traditional supply chain to customers and improved the quality of the product, with the freesia having a vase life of 11 to 12 days rather than the usual seven.
Year Overview
- Revised the web site. Main additional feature is the ability to order online direct from the home page, consequently increasing revenue.
- Expanded their products by introducing lilies. As a result, they have obtained new wholesale clients.
- Estimate an increased turnover of at least 50% since 2000 awards.
- Gosberton Bank Nursery is featured in the Government's Rural Development White paper as a best practice web site.
The Future
Gosberton Bank Nursery intends to invest further in e-commerce, they have already expanded their products by introducing lilies. It also plans to make the site more dynamic, with the ability to update it more regularly. They have purchased a digital camera to better illustrate the product.
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