Unleashing the Potential of Wholesale Plant Suppliers

A Journey of Innovation and Customer-Centricity

Managing inventory as a wholesale plant supplier is no easy feat. The traditional methods of tracking stock levels, placing orders and updating inventory records can be incredibly time-consuming for staff. The repercussions of this inefficiency extend beyond the company itself, affecting customers as well. Landscapers struggle with inaccurate purchasing lists for project planning, while retailers find themselves uncertain about securing enough merchandise to meet their needs.

Recognizing the urgent need for change, California Greenhouses, a prominent plant wholesaler, embarked on a transformative journey. They realized their outdated paper-based processes were no longer sustainable. The catalyst for this realization came during the pandemic when delays and shortages ran rampant. With their plant inventory constantly fluctuating, the dedicated staff had to update website listings multiple times a day just to maintain a semblance of accuracy.

Chris Stansbury, the director of operations at California Greenhouses, vividly recalls witnessing customers' frustration as they attempted to place orders. Fulfillment rates plummeted to 70-80 percent, a scenario that was far from ideal. Determined to improve this situation, Chris and his team set their sights on 90 percent fulfillment accuracy and, ultimately, an ambitious goal of 95 percent was achieved.

The journey of California Greenhouses is a testament to their unwavering commitment to excellence. From its humble beginnings in 1973, when Chris' parents, Mark and Carol Stansbury, sold houseplants out of the back of their van, the company has grown by leaps and bounds. In 1980, they opened their first storefront, specializing in wholesale tropical and interior plants, cacti, containers and accessories for garden centers, interiorscapers and landscapers. Over time, they expanded their reach, delivering their offerings to clients across California, Arizona, Nevada, Washington, Oregon and even further afield, with pallets of materials traversing the entire country.

Joining the family business after completing college, Chris faced a unique challenge. It was the height of California's three-year drought and great recession from 2007 to 2009, and the need for drought-tolerant plants was more pressing than ever. Responding to this demand, California Greenhouses established a subsidiary company, OC Succulents, focusing on succulents—an ideal choice for the arid conditions of Southern California. These resilient plants not only helped combat the effects of the drought, but also gained popularity among landscapers and interiorscapers seeking low-maintenance options.

Understanding the importance of customer feedback, California Greenhouses has consistently evolved its product offerings. They have honed in on tried-and-true plant varieties in sizes that landscapers require for installations. Chris knows that his landscaping customers seek robust plants that can thrive year after year, so they have thoughtfully eliminated varieties that failed to meet these criteria. With cacti, houseplants and succulents as their primary offerings, California Greenhouses empowers landscapers to craft lush landscapes teeming with texture, color and captivating shapes.

Staying competitive in a rapidly evolving industry has always been a top priority for California Greenhouses. Before extending their inventory system to wholesale customers, they spent five years perfecting an internal solution. This system enables them to mitigate the risks of overstocking or under stocking by accurately tracking inventory levels. Furthermore, it empowers them to optimize their inventory based on frequent purchases and minimize excess stock of plants that do not sell well.

The impact of this technological leap was immediate and far-reaching. Garden centers now possess precise knowledge of their available space and the number of plants required to fill it, particularly during weekend sales or special promotions. By ensuring that orders can be fulfilled to a higher degree—rather than leaving empty shelves—California Greenhouses bolsters the success of its customers. In essence, their customers' triumphs become their own.

As the 2023 Garden Trends Report from the Garden Media Group attests, customers increasingly seek retailers with robust e-commerce options. This trend motivates businesses like California Greenhouses to embrace new sales strategies. As digital natives become buyers and business owners, they gravitate toward companies that wholeheartedly embrace technology, especially when it grants them greater flexibility. California Greenhouses recognizes the shifting landscape and strives to meet the expectations of this emerging generation.

"We get orders at 5:00 in the morning or 10:00 at night. People can order whenever they want. We're no longer tethered to that nine-to-five relationship," Chris affirms. "I can't serve 100 customers, but the website can."

One concern often raised in the green industry is that adopting technology may lead to staff reductions. However, the inventory management system employed by Chris and his team proves otherwise. While it still requires data entry, this process is significantly less laborious, freeing up valuable time for the staff. Liberated from repetitive and time-consuming tasks, employees can now contribute their talents and expertise in other meaningful capacities.

Technology is a game-changer for businesses, empowering them with tools to elevate customer service to unprecedented levels. With each passing advancement, companies must embrace new ways of enhancing their operations and maintaining a competitive edge. Taking inspiration from direct-to-consumer brands, Chris envisions adding automation tools that notify customers of plant availability via email or text alerts. However, he understands the importance of allowing customers to customize their notification preferences. Just as retailers like Target or Trader Joe's differentiate themselves by providing personalized experiences, California Greenhouses aims to offer a seamless and tailored purchasing journey. By facilitating ease of purchase, they make it effortless for consumers to choose them.

"I don't know why anybody wouldn't want to automate processes. It reduces so much back and forth, and it saves so much manual time," Chris says.

"The customers who have embraced it
absolutely love it. I've noticed they buy
from us more and more frequently."

In 2022, California Greenhouses expanded their services to offer direct shipping to customers in neighboring states like Oregon, Washington and Arizona. This strategic move allowed them to reach a wider audience and share their exceptional plant offerings beyond California's borders. Now, landscapers, retailers and plant enthusiasts in these regions can conveniently access California Greenhouses' high-quality plants, benefiting from their expertise and commitment to customer satisfaction.

The story of California Greenhouses is an inspiring tale of transformation and customer-centricity. Their dedication to innovation and continuous improvement has revolutionized their operations, fostering a more efficient and delightful experience for both their staff and customers. In an industry driven by passion and a profound love for nature, California Greenhouses stands tall as a shining example of what can be achieved when technology and a customer-first mindset merge harmoniously. As they forge ahead, they remain committed to nurturing thriving partnerships, cultivating captivating landscapes and sowing the seeds of a greener and brighter future.

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Get In Touch With...

Chris Stansbury
Director of Operations for California Greenhouses

Email: chris@calgreenhouses.com
calgreenhouses.com