In 2006, Lorena and Victor Hugo Delgado—owners of Flores del Este, a small flower shop in Costa Rica—launched their first website with assistance from web development company, MiWeb. After six years the Delgados were enjoying a nice return on their investment but now wanted to better understand their online performance data and customers. They were especially curious why 50% of their online orders were coming from overseas.
The case provides students the opportunity to review the enormous amount of data Google Analytics generates, how marketing concepts applied to a physical store play out online, and how some basic marketing strategies and tactics are dramatically changed in the online world.
This case accompanies Flores del Este (A): A Costa Rican Florist Considers Online Opportunities (WDI # 3179807).