COFFEEBAR
CASE STUDY
Role: Digital Marketing Lead
Project Overview
Coffeebar, a thriving coffee franchise with a strong regional presence and a growing eCommerce business, sought a digital transformation to elevate its brand identity, improve the customer experience, and drive sales through its online store. My role as Marketing Lead involved developing and executing a comprehensive strategy to revamp their online presence, increase product visibility, and enhance customer engagement through a multi-channel digital campaign.
About the Client
Coffeebar is a coffee franchise that operates across multiple locations in the U.S. Known for its premium coffee, community-centric culture, and exceptional in-store experiences, Coffeebar expanded into eCommerce, offering a variety of products including coffee beans, brewing tools, and branded merchandise. The project objective was translating their well-loved in-store experience into the digital realm while maintaining brand authenticity.
My Role
As the Digital Marketing Lead, I spearheaded the entire digital transformation initiative, leading both strategy and execution.
My responsibilities included:
☕️ Leading eCommerce strategy and optimizing Coffeebar’s Shopify platform.
☕️ Overseeing a complete brand revival in collaboration with the design team.
☕️ Content strategy, marketing campaigns, and social media.
☕️ Automation, analytics performance improvement.
Goals
☕️ Expand the eCommerce business by improving the UX/UI of the website and enhancing product visibility.
☕️ Create a cohesive, modern digital presence that reflects the brand’s local charm and upscale positioning.
☕️ Increase interaction across social media and other digital channels while maintaining a high level of personalization.
☕️ Implement sophisticated tracking tools to capture detailed customer insights and drive data-driven decisions.
☕️ Ensure that each Coffeebar location maintained its local identity while being part of a larger, unified brand.
Challenges
One of the major challenges was the need to balance local charm with scalable branding. Each Coffeebar location had its unique culture, and integrating this into a cohesive eCommerce site without losing individual identity required nuanced design and content choices.
Another challenge was optimizing the eCommerce experience for both new and loyal customers, ensuring ease of use for first-time visitors while offering deeper engagement for repeat customers.
Strategy and Execution
☕️ Website Redesign: We revamped the eCommerce platform on Shopify, focusing on creating a seamless, intuitive user journey. Fast-loading pages, mobile optimization, and easy navigation were key.
☕️ SEO & Content Marketing: Comprehensive SEO optimizations, blog posts centered around coffee culture, and high-quality product descriptions were introduced to increase organic traffic.
☕️ Personalized Email Campaigns: Segmented email lists were used to target different customer personas (e.g., coffee connoisseurs, casual drinkers) with tailored product recommendations and promotions.
☕️ Social Media Activation: Engaging content, user-generated posts, and influencer collaborations were utilized to create buzz and drive social proof.
☕️ Advanced Analytics: Google Analytics and Shopify’s built-in tools were combined to track customer behavior, sales funnels, and campaign performance, ensuring continuous optimization.
Results
☕️ 27% increase in e-commerce sales within 3 months of launching the new site.
☕️ 25% boost in social media followers with increased engagement rates on Instagram due to local partnerships and engaging video content.
☕️ The website saw an 18% increase in page load speed, leading to a higher conversion rate. Mobile traffic conversion increased by 19%.
☕️ 5-Star Customer Feedback: Customers praised the improved shopping experience and the authentic representation of the Coffeebar brand online.
"Rohit was involved in transforming the way our customers experience Coffeebar online. The journey to a uique and successful eCommerce platform has been incredible. We couldn’t be happier with the branding, storytelling, and marketing strategies that perfectly capture the essence of our business."
~ Trey Puckett, CMO