Offering “Not just a cup, but a just cup” since 1972, Fort Bragg, Calif.-based Thanksgiving Coffee is a family-run artisan coffee roaster and distributor that supports sustainable Fair Trade, organic, shade-grown coffee farming on five continents. The company sells to cafés, restaurants, inns, and grocers nationwide, as well as directly to consumers through its online store.
Like many pioneering SMBs, Thanksgiving Coffee has faced increased competition over the years from new market entrants, including not only brick-and-mortar behemoths like Starbucks, but also numerous web-based sellers.
So, to stay ahead of the competition, the company focused investment in its e-commerce website, with the goal of providing an excellent customer experience from start to finish.
Challenge: Improve customer experience and increase sales
Solution: TrueCommerce Nexternal e-commerce platform
Results: 300% increase in organic search results; 134% boost in March 2020 sales, YOY
In 2011, Thanksgiving Coffee selected the TrueCommerce Nexternal e-commerce platform, and has made regular upgrades to both the platform and its website ever since. Its latest site refresh in December 2019 was the most comprehensive to date, tightly integrating the look-and-feel of the storefront with the overall site design for a more cohesive user experience.
The result has been a massive surge in SEO performance, as well as a significantly higher conversion rate.
“As soon as we launched the new TrueCommerce Nexternal web store we saw a 300% increase in organic search results — it’s been pretty incredible,” says Marchelo Bresciani, Thanksgiving Coffee’s marketing director.
More embedded links to store pages on the website, combined with built-in SEO features, also account for the significant sales growth.
Recently, Thanksgiving Coffee reported a boost in sales, even amid the COVID-19 pandemic, sharing that March 2020 sales were up 134% compared to March 2019. One could suppose that not even a virus can stop the most avid coffee drinkers.
But even a caffeinated boost to sales won’t let Thanksgiving Coffee rest on its laurels. The company also is exploring the e-commerce platform’s ability to automatically email discount coupon offers to shoppers who have abandoned their carts.
“We anticipate a lot of additional retail engagement with that type of automated sales generation,” Bresciani shares.