3/19/2023 0 Comments Keep it simple images![]() That helped the company decide to cut down the nine navigation categories to just three, which immediately helped improve their metrics on abandoned shopping carts and time it takes for customers to make a purchase. “But to allow enough of a mix that no matter your brewing style or what kind of setup you have at home, you would get something great.”Īaron and his team also used the Hot Jar app on Shopify to understand the customer journey. “We kind of kept it to only a couple products per category to keep it simple,” Aaron says. Think at-home coffee makers, drippers, grinders, filters and kettles. Simplifying the user journeyĬustomization may sound like offering a lot of different options to buyers, but keeping it simple is key. They decided to split those into two different storefronts to better serve the different types of buyers and the company’s online advertising strategy. have to figure out the logistics, they also noticed that their singular online storefront for both wholesale and direct-to-consumer sales wasn’t cutting it. “Let me tell you, it's a very big difference from an operational standpoint to pack 200 big wholesale orders or 2000 much smaller e-commerce orders,” Aaron says. About 85% of Propeller Coffee Co.’s revenue was from wholesale before the COVID-19 pandemic started and forced them to quickly shift to direct-to-consumer sales. The team started fulfilling 2,000 orders per week for individual customers. ![]() When the pandemic hit, the wholesale revenue pretty much dried up while the direct-to-consumer sales skyrocketed. had multiple revenue streams, but its biggest business by far was wholesale. Separating wholesale and direct-to-consumer storefronts Don't miss an episode! Subscribe to Shopify Masters.
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