Grow Your Current Customers
Covid-19 hit Barista Underground particularly hard. BU is a wholesale supplier to smaller coffee shops across the USA. Acquiring new customers was a non-starter as the industry reeled from the epidemic. The key to success was siting right in front of them.
BBM designed a strategy built on driving more loyalty and share with known customers. We implemented demand generation campaigns, site workflows and VIP discounts to raise average order value and most importantly retention. Budgets were tight. Since we no longer were focused on new customers we eliminated the paid search budget. Moving just 20% of those funds to the loyalty effort.
Barista's retention rate went from 60% to 80% in less than two months. Revenues grew slightly and today customer retention remains in the 75% range. Sometimes your greatest opportunity is sitting in right in front of you.