Situation

Seattle’s Best Coffee’s mission is clear: grow market share. And as their retail agency of record and brand steward for more than a decade, we proposed an integrated digital strategy that would drive increased customer loyalty and new customer acquisition. To that end, HL2 was given the challenge to redesign a website that would transform Seattlesbest.com into SBC’s marquee storefront online. Indeed, it would prove an exciting challenge in that the website had to equally serve all three channels of SBC’s business: grocery, retail and food service. Further, Seattlesbest.com needed to provide an enjoyable brand experience that would increase brand awareness, drive traffic to cafes via online promotional programs and become a central gathering place for SBC loyalists.

Approach

Using consumer trend data, competitive analysis and online behavior statistics, we developed a strategy to target SBC’s core audiences and then designed and built a robust user experience that was approachable, educational and enjoyable as it catered to customers needs. To drive traffic to both the site and cafes, we instituted SEO/SEM, email campaigns and couponing and tied seasonal promotions to retail campaigns. And we tracked and optimized the site via analytics and reporting.

Outcome

Strong web traffic performance proved that SBC customers indeed wanted a deeper engagement with the brand. Site traffic doubled with the launch of new programming in FY09. There was also a direct correlation between the SBC news releases and increased site traffic.