Old strategies have given way to new in order for this shop to build on past success.

摘要

A THIRD-GENERATION flower shop, Capital Hill Florist has thrived in Oklahoma City for more than 82 years—but today, the methods used to keep the business growing have changed dramatically.In the past, the shop was an aggressive advertiser; today, the advertising has almost stopped completely. When he compares the cost of advertising and the results he gets, current owner Kent Whitnah says it no longer makes economic sense. He still does alittle advertising, but only with advertisers that barter their ads for flowers with the shop.Without traditional advertising as an option, Kent has learned that the frontier in finding new sales lies in two areas: increasing average order value and growing the shop's Internet business.