How Cafe Britt Nailed it with their eCommerce Personalization Strategy
Cafe Britt is a leading gourmet coffee and chocolates brand, with over 100 stores and an eCommerce business that’s generating impactful results. But their eCommerce business wasn’t always as successful as it is today.
For a while, Cafe Britt didn’t feel like their site was connecting to shoppers nearly as well as their brick-and-mortar stores. New visitors weren’t seeing the most relevant merchandise, and returning customers had to start their shopping experiences over from scratch every time they visited the site. The brand tried correcting this by engaging with their online customers in a number of ways (e.g. through last generation, segment-based personalization), but nothing really worked quite as well as they’d hoped.
It wasn’t until Cafe Britt focused on each individual shopper and their preferences for certain products that things started to turn around for Cafe Britt and for their shoppers.
Now the brand can anticipate each individual’s needs and respond to them with product recommendations and search results that are prioritized around their own unique interests. A tangible example: While typing the word “dark” into the search bar, a new visitor who has recently been exploring chocolate categories will see more preview results for “dark chocolate” than “dark roast coffee”. When the same shopper views a product detail page, they are presented with merchandise that is related to their personal interactions with the site, rather than a generic list of “people who bought this, also bought that”.
For Cafe Britt this strategy has translated into stronger critical eCommerce KPIs for their business (conversion rates have risen by 18% and their AOV has climbed to over 20%) and a much better user experience for their visitors.
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