FOLK Coffee Roasters shines a light on specialty coffee in the Bay of Plenty, illuminating the way for people to connect over quality coffee at home. In fact, connection is a huge part of FOLK, from bean to brew they're all about the people. FOLK has seen great success in their café, located at the heart of Tauranga. They're one of the busiest coffee joints around, and that's not only because of their exceptional brews, it's the vibe. Hans has created an amazing space for connection. And we endeavour to carry this emphasis for connection through to the selling of FOLK coffee online.
The legends at Daymark created a fresh new look for FOLK Coffee Roasters, making the brand an icon for connection over great coffee. In a sense, that's where I grabbed the baton, to put the new look into a functional marketing strategy. We used FOLK's purpose of connection as our anchor, analysed his competitors, who are also his friends (in NZ's close-knit coffee community), researched his current customers and looked at his ideal customers, and mapped out a plan of how to increase their profit.
With almost all effort going toward the running of FOLK café on Durham street, to be able to serve all New Zealanders, the first cab off the rank was a website refresh paired with an email marketing plan. From wireframes to the finished product, it was a collaborative journey with many rounds of feedback to make sure we were building something to suit his brand for years to come. It was a satisfying experience to bring the strategy to life, highlighting the uniqueness of FOLK and Hans to New Zealand.
As I'm writing this, the website has been live for less than a month, and we have a 3.06% conversion rate.
For context, the average Shopify conversion rate is 1.4% and FOLK's previous conversion rate was 0.3%.
We've alse seen their average order value (AOV) jump from $28 to $40!
The power of a well designed site.
Next step for FOLK? Accelerate sales by connecting with their target audience and building community. Once people have connected over a great FOLK brew, they'll be coming back for more, and we'll be here to make it as easy as can be by offering a variety of beans on an easy to customize subscription plan.
