In this case study, we identify Better Buzz Coffee's most profitable loyalty customers to aid in site expansion, geomarketing, and tailored product offerings.
Better Buzz Coffee Company, based in San Diego, is committed to providing consistent quality coffee beverages in a fun atmosphere, with efficient & friendly customer service.
With new investment from a third party, Better Buzz sought to expand their physical locations and e-commerce strategy aggressively on the West Coast. The coffee company rolled out their Black Card loyalty program with great success but had never leveraged that data to better understand and serve their customers. This analysis was conducted to achieve the following goals:
Better Buzz provided a file to Spatial.ai containing the home block groups of loyalty customers along with total yearly spend* for each customer. Using a weighted average of loyalty customers, our data team compared Better Buzz’s customers to San Diego’s baseline to identify the customer cohorts that were unique to the brand.
*Spend is for demonstration purposes and does not reflect actual customer spend.
The customer segments most unique to the Better Buzz brand were Mindfulness & Spirituality, Yoga Advocates, Ingredient Attentive, Wine Lovers, and Fitness Fashion. Adding in the variable of yearly spend can give the team an additional understanding of which customers are most profitable. The chart below summarizes the results:
The resulting Better Buzz Geosocial Customer Profile gave the company a clear picture of their ideal customer, including their topics of interests and affinity to other brands. Equipped with these insights, Better Buzz was able to target their ideal customer across Facebook, Twitter, and other ad platforms.
Using this information, Better Buzz also planned out their expansion and ad strategy to six markets by identifying the locations of their best and most profitable customers, and targeting them with precision. These six markets were:
You can explore these markets on the thematic map below by using the map search bar. Light brown = high score (high level of ideal customer), Dark brown = low score (low level of ideal customer).
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