How Personalization Gives a Big Edge to Small Brands
If you've traveled around Latin America or killed time browsing the shops at the Miami airport, there's a very good chance the name Cafe Britt rings a bell. You may even have bought some of its gourmet coffee or fine chocolates, which are among the finest products Costa Rica exports. But what you probably didn't think about as you sipped a cup of Tres Rios Valdivia or munched on an artisan-style macadamia cookie was just how tough it is for a niche brand like Cafe Britt to hold its own in a retail world rapidly shifting to a digital commerce model.
Cafe Britt has all the hallmarks of an international brand. It has 94 brick-and-mortar locations in eight countries, and because of its positioning in major airports across Latin America, Café Britt's products are known around the globe. However, even a well-established brand like Cafe Britt is challenged when going head to head against industry behemoths.
Companies like Nestlé, Starbucks and Gevalia (which is itself just one of many coffee brands owned by Kraft) have deep pockets, efficient supply chains and countless store shelves to distribute their products. Competing on a broad scale on the brick-and-mortar playing field just doesn't make sense for a company like Cafe Britt, as it could be outspent at every turn.
Online, however, the playing field is a little more level. The big companies still have the advantage when it comes to their marketing budgets, but Cafe Britt has a huge edge. As a relatively small brand on the global scale, it can be far more adaptable and maneuverable than the big guys. Huge companies aren't known for being nimble, and they tend to respond to consumer demand at a glacial pace.
If Café Britt couldn't outspend its competition, it could out-innovate them. To punch above its weight, Cafe Britt decided it was time to get personal.
Related story: 3 Keys to One-to-One Engagement With Consumers
Kurt serves as the Chief Marketing Officer of Reflektion, the artificial intelligence-driven customer engagement platform for top retailers and brands worldwide. Kurt is an innovative and dynamic marketing professional with a track record of success communicating a company’s unique value proposition to potential customers, partners and market influencers through strategic and creative means.