To replicate Cartwright Coffee's commercial success in the domestic market, creating a strong, well-positioned brand and an integrated ordering system.
A Specialist Blend
Cartwright Coffee had wanted to generate new sales by tapping into the domestic coffee market.
Owner Dean had heard from other businesses that Vu were an agency that could help him meet his goals. He was attracted by our lead-generation focused approach to digital marketing and our commitment to building a successful ongoing relationship.
“After one enquiry led to a coffee machine sale and a fantastic customer, that was the first time I thought, oh it’s working.”
With our suite of inter-related services and experience in driving growth, we were in a strong position to deliver the changes Cartwright Coffee need to make to reach the next level.
The current website didn’t match the requirement of the brand or the ambition of the company
But first we had to work out: what would make the domestic market buy from them?
Nation of Baristas
Collectively we hit upon the idea of turning the UK’s coffee drinkers into a nation of home baristas.
With Dean’s expertise, we decided it’d be fantastic to get him in front of a camera, creating content that helps the nation get the right kit and training to create their perfect coffee.
A behind the scenes shot of an instructional coffee machine demo
We worked closely with them to produce a strategic content marketing plan and develop a modern, engaging e-commerce website to bring everything together.
With Cartwright’s commercial operation already established, we could take a ‘long game’ approach to this project, helping Dean to build his reputation as an authority on coffee.
Multiple markets, one inventory
An important part of the project was automating the Cartwright Coffee inventory to make it easier for Dean’s team to manage the split of commercial and domestic orders.
Cartwright used a third party inventory and order management system for its commercial operations.
By linking to one set of warehouse inventory, we could help expand the business without introducing extra admin work.
And we couldn’t ignore the potential of putting Cartwright in front of some of the commercial audience he has earned such a positive reputation serving.
A section of a commercial landing page designed to convert google ad traffic
So we created a series of commercial landing pages and setup a google adwords account to drive traffic and convert new business enquiries too.
By creating a branded B2C e-commerce site, integrated with their inventory system, we helped Cartwright expand in a new direction.
“I was willing to wait for a couple of months, probably no more than that, but luckily enough we were getting the sort of response that we needed after month one.”
With a slick, user-friendly website, supported by regular educational content, Dean will build his authority as a coffee specialist, lifting Cartwright above the competition in the home barista marketplace.
Is A Change Brewing?
We love helping businesses expand in exciting new directions. Whether you know your next move or want to explore new opportunities, speak to Vu first. Our blend of skills could be just the shot you need.
Dean and the Cartwright Coffee team will benefit from a smooth transition from a commercial-only operation to a set-up that enables them to serve domestic customers as well. They are on course to becoming the south west’s ‘go to’ home barista supplier.
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