San Francisco Bay Coffee Company Increases AOV by 40% and Revenue per Send by 4X
San Francisco Bay Coffee Company is a coffee brand that offers outstanding quality and value with an unparalleled commitment to sustainable agriculture and trade. The company—a family-run business for nearly 40 years— sells coffee and tea through retail stores and its online store gourmet-coffee.com.
Before Zaius, San Francisco Bay Coffee Company’s marketing automation tool was difficult to use and accompanied by a poor, frustrating support experience. Naturally, the team was in search of a more user-friendly platform with a reliable, accessible Customer Success team. The team also had aggressive revenue goals and knew that delivering behaviorally-driven content was key to achieving them. They wanted to create more sophisticated segments, leveraging behavioral customer data from multiple channels like email, Facebook, and Google.
San Francisco Bay Coffee Company chose Zaius as a single, cross-channel system of record to fuel targeted behavioral campaigns. They moved beyond simple batch-and-blast emails to highly personalized, multi-touch campaigns across channels.
The team now sends a variety of behaviorally-driven emails, including welcome, cart abandon, browse abandon, post-purchase, anniversary, and winback campaigns. To expand their reach and keep customers engaged with the brand, they send web push notifications to supplement welcome, cart abandon, holiday, and promotional sale emails. Using Zaius’ integrated segment sync capability, they also sync customer segments with Facebook and Google Ad Managers for retargeting purposes. The combination of all these campaigns creates a true omnichannel experience for buyers.
The behavioral campaigns leverage dynamic product content to personalize the offers that are delivered to each customer. Zaius Product Recommendations employs machine learning to analyze the purchase history of each customer and make smart, data-driven predictions about what products they may want to buy in the future.
To drive repeat purchases, the team also runs automated replenishment campaigns for products ordered three or more times by 10 or more customers. Using Zaius analytics, they evaluate the median time between purchases for each product and target customers three days prior with a personalized campaign.
Laura Rogers, Community Marketing and Sales Manager at San Francisco Bay Coffee Company, said one of the easiest things about Zaius is the Zaius Engagement Designer (ZED), which is a single designer for all campaign types, regardless of channel.
“ZED has been a huge advantage to using Zaius,” said Rogers. “It’s intuitive, customizable, and mobile responsive. It doesn’t break my HTML and allows me to test different content on the fly. It saves me a ton of time and effort in building and executing campaigns.”
When San Francisco Bay Coffee Company began working with Zaius, their goal was to leverage email to increase average order value (AOV) above $30. A year later, AOV has risen by 40 percent, with an AOV of $32, $38, and $56 for first-time customers, repeat customers, and loyal customers, respectively.
Behavioral campaigns have increased revenue per send by over 4X. Overall, the company has seen a 74X return on spend using Zaius.
In addition, San Francisco Bay Coffee Company relies on the expertise and responsiveness of Zaius’ Customer Success team.
“Unlike our previous provider, Zaius is proactive, confident, smart, and hungry to help us grow,” said Rogers. “Whether it’s my Customer Success Manager or a member of the Support team, someone is always there to help me and I get responses right away.”
“Unlike our previous provider, Zaius Customer Success is proactive, confident, smart, and hungry to help us grow. Whether it’s my Customer Success Manager or a member of the Support team, someone is always there to help me and I get responses right away.”