While the pandemic reshaped much of our daily lives, it also changed the game for most retailers.
In the case of Peet’s Coffee Inc., the 56-year-old institution had to confront a new reality in which sales would depend heavily on its digital platform. This required robust links that enabled Peet’s to fulfill coffee orders while also moving much of its customer base to the online world.
Peet’s turned to Branch Metrics Inc. for mobile linking and measurement technology that would channel customers seamlessly into loyalty programs and menu offerings.
“They knew they needed to innovate in order to make sure they could provide their customers with daily cups of coffee in a really safe and effective way,” said Michelle Lerner (pictured), senior director of business management at Branch. “They were encouraging customers to order ahead using the Peet’s Coffee app. That was just the beginning for them, and they created Branch links across everything from emails to ads on Instagram.”
Lerner spoke with theCUBE industry analyst Lisa Martin during the AWS Startup Showcase “MarTech Emerging Cloud-Scale Customer Experiences” event, an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed how Branch’s technology enabled Peet’s to increase purchases and build customer loyalty. (* Disclosure below.)
Branch built its business model through deep linking and attribution tools that give customers greater visibility into visits and spending directly attributable to a company’s campaign.
“We offer a seamless deep linking experience and insightful campaign measurement across every single marketing channel and platform on mobile,” Lerner said. “We can break down walled gardens to help our customers engage with their customers in the most optimal way across any device. We provide full picture holistic downstream measurement across any paid, owned and earned channels, so brands can see what’s working.”
What was working in the case of Peet’s was an increase in loyalty memberships and concurrent growth in offer redemptions and customer personalization. Peet’s saw a 4.5x increase in attributed purchases at the height of the pandemic, and it has experienced a 3x increase since.
“Doing links the right way and being consistent will increase performance over time for all of these campaigns,” Lerner explained. “Trials of seasonal beverages could be paired with a free delivery offering: ‘Download our app, and get $5 off your next mobile order.’ Things like that you could play around with and see that it really does help increase loyalty.”
One of the tools Branch offers customers is Journeys, which provides a cross-platform bridge between the mobile web and a business app. Peet’s was able to generate 10% of its new members using Journeys’ interstitial, or interactive full-page advertisements.
“Journeys is a banner or a full-page interstitial that is populated on the mobile web,” Lerner said. “It’s a way that businesses can convert their mobile web users into app users.”
QR code is back
Another tool leveraged by Branch is the much-maligned QR, or “quick response,” code. First created by Japanese industry in the mid-1990s, the QR code experienced rapid adoption in the business world, but smartphone makers struggled with the scanning interface, leading to predictions of its demise.
Times have changed. Smartphone QR code readers have become standard, and Branch codes are now powered by the firm’s deep linking technology, allowing today’s brands to personalize the experience and measure user journeys.
“It was on Peet’s to-go cups and coffee cards handed out by baristas,” Lerner noted. “We are seeing the rebirth of the QR code. They’re back, and they’re here to stay.”
Branch’s work on behalf of Peet’s Coffee offers one example of a major brand that is seeking to foster customer engagement in an evolving consumer universe, but there are others. Branch’s clients include other major names, including Sephora, Shopify, Chipotle and Yelp.
What motivates these and other large brands is the realization that digital marketing has evolved into a competitive differentiator, driven extensively by customer preferences. Insight and evaluation across multiple channels can lead to new customers and market growth.
“Whether it’s driving users from mobile properties into the app or providing a great in-store experience through QR codes, customers are expecting a lot more than they did before the pandemic,” Lerner said. “Consumers expect that brands are going to follow us where we are in our lifecycle. If you don’t do that then you are going to be left in the dust.”
Stay tuned for the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of the AWS Startup Showcase “MarTech Emerging Cloud-Scale Customer Experiences” event.
(* Disclosure: Branch Metrics Inc. sponsored this segment of theCUBE. Neither Branch nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)
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