We helped a London coffee chain pivot from physical stores to thriving online sales.

147%

Increase in conversions first month

Client

Urban Baristas

Industry

Hospitality / Ecommerce / Retail

Website

urbanbaristas.co.uk

Project Summary

Urban Baristas is a coffee shop chain in London that launched in 2016 with a mission to bring the Australian coffee experience to the capital. When physical stores had to close during lockdowns, they needed a partner to guide them through developing an ecommerce store, building online marketing strategies and engaging their physical store customers to enjoy coffee at home.

Results

34%

increase in email engagement and sales

42%

increase in traffic reaching checkout

6

months of partnership

Share

training to enable in-house team ongoing with new strategies

Understanding The Challenge

Urban Baristas had seven coffee shops in London by 2020 when lockdowns forced them to adapt quickly. They started working on selling coffee to customers at home with a new roastery managing the process end to end. They needed someone to guide them through developing an ecommerce store, building online marketing strategies and engaging their physical store goers to enjoy coffee at home while shops couldn't be open.

Our Approach

We developed an online marketing strategy using ads, organic content and email that re-engaged users based on wifi data usage to identify and target customers. We then worked on their website to improve conversion rates and the customer journey through website development, copywriting, brand positioning and customer journey design. We backed up all our work with content creation that put their product front and centre, and built them a system that converted customers while bringing them into the company's own data system to learn more about customer interaction with the brand.

Capabilities Deployed

PPC
Social Media Posting and Advertising
Influencer Marketing
Email Marketing
Website Optimisation
SEO
UX Analysis
Content Creation
Customer Data Platform

Learnings From Project

The Urban Baristas project showed us how valuable existing customer data from physical locations can be when building an online presence. Using wifi data to identify and re-engage in store customers provided a warm audience that converted better than cold advertising, proving that omnichannel thinking delivers stronger results.

Client Feedback

“Teylu has taken our ecommerce platform and not only considerably boosted our item sales but have also helped to scale up our email platform, social and customer interaction. Teylu's senior team consistently worked one to one with me and other team members going beyond the call of duty to help us understand areas within our business we lacked knowledge of. We now feel confident going forwards in these areas alone.”

Braden Rixon

Marketing Manager, Urban Baristas Coffee Company

Teylu Insight

“The Urban Baristas team needed a marketing partner to work with their team on the website, their digital ads and approach to engaging customers. We needed to find ways to increase engagement with the least engaged customers they had in store and drive more revenue for the brand. Post lockdowns, the brand wanted to engage in person shoppers online in a saturated market. Our job was mainly about figuring out where to target customers in a busy market at the right moment.”

Sam Shrimpton

Founder, Teylu and Partners