COFFEE EMBASSY Case
From Offline Sales to a Thriving Online Business: How We Boosted Bakery Orders by 56.6% in 6 Months
B2C ▪️ Food E-commerce ▪️ BLR
Key Achievements
- Order Growth: Monthly orders increased from an irregular 10-20 to a steady 150-200 within 10 months.
- Reduced CPO: The cost to acquire an order decreased from 40 to 22 rubles, indicating significant optimization of advertising expenses.
- Revenue Increase: Revenue grew by 56.6% in 4 months.
Background
Coffee Embassy, a chain of coffee shops with its own (amazing, you should try it!) bakery, relied primarily on word-of-mouth and occasional social media orders, resulting in minimal online sales. At the start of the project, they had a website that accepted baking orders and had made initial attempts at search advertising, considering banner ads. The main goal was to establish a steady stream of bakery delivery orders, expand acquisition channels, and implement tools to manage existing clients and encourage repeat orders. As KPIs, we defined the number of new orders and their consistency.
What we did
- Platform Selection: To enable quick adjustments for user convenience and facilitate rapid testing of new marketing hypotheses, I proposed and built an online store using the Tilda platform — user-friendly and aesthetically pleasing website builder.
- Product Pages: Optimized product cards, simplified the order form, and introduced new features: selling baked goods by the slice, upselling product sets, and cross-selling ground coffee.
- Trust-Building Sections: Added pages for reviews, FAQs, visual contacts of coffee shops, and an "About Us" section to enhance customer trust and loyalty.
- Targeted Ads: Launched targeted advertising campaigns on Google, Facebook, and Yandex Direct.
- Retargeting: Set up retargeting for audiences based on specific behaviors on the site.
- Creative Materials: Created all advertising materials independently, primarily using Canva — an excellent tool for creating various types of visuals.
Website Development and Optimization
Launching Advertising Campaigns
- Integration: Implemented SendPulse, a multi-channel marketing automation platform, for email marketing and long-term audience engagement.
- Templates and Automation: Designed email templates and set up automatic order notifications.
- Lead Magnet: Implemented a form to collect email addresses in exchange for a recipe of one of the customers' favorite desserts, building a client base for future email marketing aimed at upselling and converting potential customers.
- Data Collection: Established regular data collection through Google Analytics, enabling tracking of site traffic, conversion rates, and time spent on the site.
- Optimization: This data allowed for the optimization of advertising campaigns and efficient budget allocation.
Email Marketing
Analytics Implementation
Results
Enhanced Web Analytics: Regular data collection and analysis improved the effectiveness of all channels, providing clear insights into current marketing performance and future development opportunities.
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Order Growth: Expanding advertising channels and improving promotion strategies led to more regular orders, increasing to 200 per month.
Cost Optimization: The average check increased from 61 to 69 rubles, and CPO decreased from 40 to 22 rubles.
Revenue Increase: Revenue grew by 56.6% from August to December, indicating improved financial performance for the company.
