Branch Metrics helps Peet’s Coffee migrate to mobile linking and measurement platforms

While the pandemic has reshaped much of our daily lives, it has also been a game-changer for most retailers.

In the case of Peet’s Coffee Inc., the 56-year-old institution had to deal with a new reality in which sales would be heavily dependent on its digital platform. This required strong connections that allowed Peet’s to process coffee orders while shifting much of its customer base to the online world.

Peet’s turned to Branch Metrics Inc. for mobile linking and measurement technology that would seamlessly funnel customers to loyalty programs and menu offerings.

“They knew they had to innovate in order to make sure they could provide their customers with daily cups of coffee in a really safe and efficient 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’ve been creating branch links in everything from emails to Instagram ads.

Lerner spoke with theCUBE industry analyst Lisa Martin at the AWS Startup Showcase “MarTech Emerging Cloud-Scale Customer Experiences” event, an exclusive broadcast on theCUBE, SiliconANGLE Media’s live streaming studio. They discussed how Branch’s technology helped Peet’s increase purchases and build customer loyalty. (*Disclosure below.)

Insightful measurement

Branch has built its business model on deep linking and attribution tools that provide customers with greater visibility into visits and spend directly attributable to a company’s campaign.

“We deliver a seamless deep linking experience and insightful campaign measurement across every mobile marketing channel and platform,” Lerner said. “We can break down walled gardens to help our customers interact with their customers in the most optimal way on any device. We provide aggregate downstream measurement across all paid, owned and earned channels, so brands can see what’s working. »

What worked in Peet’s case was an increase in loyalty memberships and a simultaneous growth in offer redemptions and customer personalization. Peet’s saw a 4.5x increase in attributed purchases during the height of the pandemic, and it’s seen a 3x increase since.

“Linking the right way and being consistent will increase performance over time for all of these campaigns,” Lerner explained. “Seasonal drink trials could be combined with a free delivery offer: ‘Download our app and get $5 off your next mobile order.’ Things like that you could play around with and see that it really helps increase loyalty.

One of the tools Branch offers its customers is Journeys, which provides a cross-platform bridge between the mobile web and an enterprise application. Peet’s was able to generate 10% of its new members using Journeys’ full-page interstitial or interactive ads.

“Journeys is a full-page banner or interstitial that populates on the mobile web,” Lerner said. “It’s a way for companies to convert their mobile web users into app users.”

The QR code is back

Another tool Branch uses is the much-maligned QR, or “quick response,” code. First created by Japanese industry in the mid-1990s, the QR code saw rapid adoption in the business world, but smartphone makers struggled with the scanning interface, leading to predictions of his demise.

The times have changed. Smartphone QR code readers have become the norm, and Branch codes are now powered by the company’s deep linking technology, enabling today’s brands to personalize the experience and measure user journeys .

“It was on Peet’s take-out cups and coffee cards handed out by baristas,” Lerner noted. “We are witnessing the rebirth of the QR code. They are back and they are here to stay.

Branch’s work for Peet’s Coffee offers one example of a great brand looking to drive customer engagement in a changing consumer landscape, but there are others. Branch’s customers include other big names, including Sephora, Shopify, Chipotle and Yelp.

What drives these big brands and others is the realization that digital marketing has become a competitive differentiator, largely influenced by customer preferences. Knowledge and assessment across multiple channels can lead to new customers and market growth.

“Whether it’s directing users from mobile properties to the app or providing a great in-store experience through QR codes, customers expect much more than they did before the pandemic,” said Lerner. “Consumers expect brands to follow us where we are in our life cycle. If you don’t, you will be left in the dust.

Stay tuned for the full video interview, part of SiliconANGLE 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 the content of theCUBE or SiliconANGLE.)

Photo: SiliconANGLE

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