Door County Coffee & Tea
Wisconsin coffee shop brews worldwide successAll Stories
- Engage with coffee fans in more personalized and relevant ways with less manual work.
- Use email marketing automation pop-up and cart abandonment capabilities.
- Marketing team does more with less, helping online revenue grow by 40%.
Look through the huge window inside Door County Coffee & Tea’s café and you’ll see coffee being roasted the old-fashioned way – by hand in small batches, using the highest quality coffee beans from around the world.
Most come to Sturgeon Bay for the scenery. Located in Wisconsin between Green Bay and Lake Michigan, the area is a destination vacation spot known as “The Cape Cod of the Midwest.” During the summer, more than 350,000 visitors stop by the café.
Door County Coffee’s steady growth from a local family-owned coffee roaster to a national distributor for large retailers, specialty stores, hospitals, universities, and out-of-state enthusiasts encouraged the 25-year-old company to rethink how it connects with avid customers.
The coffee company wanted customers to remember the experience of being at the café after tourism season ends, “to still have that Door County feel” throughout the year. They looked to email marketing software to improve customer engagement through personalized emails that encouraged online purchases and returns to the café the following year.
Engaging coffee lovers
But providing a personalized email experience was very labor-intensive for Door County Coffee’s three-person ecommerce team.
Their previous email marketing software required segmenting customer lists outside the system, then adjusting the data, making a new file, and uploading it back into the system.
The process prevented Door County Coffee from quickly communicating new flavor offerings and other company news and created additional work, said Erin Hoffman, the coffee company’s Director of Ecommerce.
“What we were using at the time, it didn’t give us a lot of ability to target and segment very easily inside the platform,” she said.
Door County Coffee sought a solution that provided a consistent and relevant experience between touchpoints for customers throughout their journey with the brand, from entering their information into a webform at the café or visiting the company’s homepage to making a purchase. They wanted the information that would allow them to quickly review successes and challenges without pouring through the data themselves.
Brewing efficient communication
Today, Door County Coffee uses the Bronto Marketing Platform to engage coffee lovers. Integrated with their custom developed ecommerce system, the Bronto solution allows Door County Coffee to do things they couldn’t before and to be more efficient.
Cafe visitors use tablets to enter their information into a webform and join Door County Coffee’s email list. New subscribers are automatically added to a welcome series email workflow, introducing them to the brand and the wonderful world of coffee.
When browsers visit Door County Coffee’s website, they’re greeted with a pop-up message inviting them to subscribe and enjoy savings on their first purchase.
“Pop-ups help us entice people who are looking for us online, to make that first purchase,” she said. “We believe in the quality of our coffee and we know once we get them to make one purchase, we’ll get them back.”
Ecommerce growth buzzes
Reaching “low-hanging fruit” through a cart abandonment campaign, Door County Coffee is getting a conversion rate of 30-35% and generated nearly 5% of their online revenue so far this year from their cart abandonment.
Overall, Door County Coffee has seen a 40% increase in ecommerce revenue growth year-over-year — and helped offset a potential setback for the business. When a big box chain they worked with closed, Door County Coffee was able to recapture those customers who could no longer find their product in-store through ecommerce.
“We see ecommerce and the opportunities online as being the future,” Hoffman said. “So of course, Bronto is going to play a very key role in that by allowing us to continue to be in touch with those customers.”