Marketing strategy: Devoción Coffee's remarkable journey to achieving customer-centricity

In this customer case study, we are diving into the world of Devoción Coffee, a local Brooklyn, New York coffeehouse brand known for its artisan, farm fresh coffee beans from Colombia and proprietary fresh roasting technique that is not done anywhere else.

The Devoción Coffee's success story is about their customer-centric marketing strategy, their approach to leveraging partnerships with collaborative technology solutions and nurturing a dedicated team that prioritizes product quality and customer satisfaction.

Let's dive in.

Devoción Coffee has adopted a customer-centric approach. Here's what it means:

Devoción Coffee has wholeheartedly adopted a customer-centric approach to their brand. What does customer-centric mean?

When a business adopts a customer-centric strategy it means means understanding the needs, preferences, and desires of the customers and tailoring products, services, and experiences to meet those needs. Successfully implementing a customer-centric strategy requires the support and buy-in from your internal stakeholders in sales, marketing, and customer experience. It also involves forming partnerships and making investments in technology solutions that prioritize human-centric values and goals.

For Devoción Coffee, being customer-centric meant prioritizing the following:

1. A product mix cycle of day-days from farm to cup: Steve Sutton, the founder and owner of Devoción Coffee firmly believes in bringing the freshest coffee bean bags or a super fresh brewed cup to his customers. Embracing this level of production process means forming long-term partnerships with coffee bean farmers in Colombia. Today, Devoción partners with over 1,000 farms. The hand-picked coffee cherries go directly to Devoción's dry-mill facility in Bogota, Colombia. When the beans are ready, they are shipped directly to Devoción's roasting facility in Williamsburg, Brooklyn in New York.
2. The freshest coffee personalized for you: Devoción Coffee wanted to create personalized experiences for their customers, ensuring that each interaction with their brand was unique and tailored to their individual preferences. By understanding their customers' tastes and preferences, they could recommend specific coffee beans or blends and offer customized promotions based on their previous orders in-store and online.
3. Investment in human resources and giving back to the Planet: In addition to the focus on product freshness and personalized experiences, Devoción Coffee also invested in its human resources and demonstrated a commitment to giving back to the planet.
4. Transformative human-centered technology: For Steve Sutton, investment in the right technology and partnerships meant the Devoción team can execute well on their overall strategy: adopt a customer-centric approach in every touch point.

How did GoGoGuest collaborate and contribute?

Striking a balance between customer-centric objectives and ROI for a brand

When Steve Sutton reached out to The GoGoGuest team, he outlined five main objectives that he wanted to measure:

1. Boost Devoción's new customer acquisition and growth.
2. Increase sales per visit from guest Wi-Fi users in their coffee shop.
3. Dynamic and real-time access to the data stream from the GoGoGuest platform.
4. Enhance the guest experience in their coffee shops and limit overcrowding.
5. Seamlessly integrate with their existing technology stack (Shopify and Klaviyo) to ensure a unified view of their audience and customer segments.

Devoción Coffee's main goals in this initiative were driven by their desire to better understand the hundreds of coffee shop patrons that come to Devoción Coffee shops daily, so they can tailor each engagement touch point based on a customer's preferences, demographics and location.

GoGoGuest delivered remarkable results for Devoción Coffee

Here's how GoGoGuest helped Devoción elevate the coffee shop guest experience and grew the average guest purchase per visit.

Devoción Coffee introduced a guest Wi-Fi policy by implementing GoGoGuest's captive portal technology. This enabled them to seamlessly introduce rules regarding a guest's connectivity time, the applications they could browse while in the coffee shop, and how they could access and connect to the guest Wi-Fi.

With GoGoGuest's captive portal solution, Devoción Coffee achieved the following:

• Achieve an outstanding growth rate of 500% per month in acquiring new customers.
• Grew the average total purchase per month by guest Wi-Fi user to $70.16 per month.
• Improved the optimal seat to customer ratio with an average turnover rate of every 2 hours.

Real-time data with dynamic updates to the guest profiles

• By integrating GoGoGuest with Klaviyo, Devoción Coffee was able to ensure that every customer they captured was welcomed with a personalized journey tailored specifically for the guest.
• GoGoGuest's data stream seamlessly updates existing customer profiles, ensuring that the new information captured aligns with each guest's ongoing profile.
• By enriching existing customer profiles with new demographic information, Devoción Coffee's marketing team gained valuable insights that helped them strategically plan and test new product offerings and campaigns. With a better understanding of their customers' demographics, the team was able to tailor their marketing efforts to specific target groups, ensuring a more personalized and effective approach.    

“We do believe that coffee shops are community builders, so we want to be mindful on both sides of the spectrum.”

Steve Sutton, founder and owner, Devoción Coffee

Improving operational efficiency at Devoción Coffee

At Devoción, the guest experience is not just an afterthought, but carefully curated to foster a welcoming and community-driven atmosphere.

As soon as customers step into any of Devoción's coffee shops, they are enveloped by the enticing aromas of freshly roasted beans. With ample space spanning over 3,000 square feet, Devoción's coffee shops provide the perfect environment for individuals seeking a cozy and comfortable place to unwind, connect with others, and let their creativity flow.

In addition, these coffee shops function as interactive showrooms where the Devoción team can showcase their newest coffee flavors and origins, stimulating curiosity among customers. This encourages patrons to ask questions, venture beyond their usual flavor preferences, and even make purchases of coffee subscriptions online.

Getting the best out of Klaviyo with GoGoGuest

If you're seeking to capture data from your guest WiFi network, POS system, or any other data source in the physical world, look no further. GoGoGuest's seamless integration with Klaviyo can give you the assistance you need for a direct and effective integration.

• Devoción Coffee saw significant benefits in maximizing their investment in Klaviyo, an email marketing platform with a CDP (customer data platform).
• By utilizing the Klaviyo platform's advanced segmentation and automation features, Devoción Coffee was able to create highly targeted and personalized email campaigns for their customers.
• Like any powerful email marketing platform Klaviyo's segmentation and automation capabilities, Devoción Coffee could divide their customer base into specific groups based on demographics, purchase history, and other relevant factors. This allowed them to send tailored emails that were more likely to resonate with each customer segment, increasing the chances of engagement and conversion.

Learn about our integrations.

Growing the top of Devoción Coffee's in-store and online sales funnel

With a surge in growth at the initial stage of the customer journey, Devoción Coffee recognized the need to prioritize understanding how to best convert these new customers into a subscription customer or a frequent visitor at one of their five locations in Brooklyn and Manhattan, New York City.  To learn more about their customers, The Devoción team designed different customer journey maps.  

What is a customer journey map?

A customer journey map is a visual representation of the different stages that a customer goes through when interacting with a brand. By creating these maps, the Devoción team was able to gain a deeper understanding of their customers' needs, preferences, and wish list at each touchpoint.

This deeper understanding allowed Devoción Coffee to tailor their product mix and marketing efforts to meet each customer group's specific preferences.

Conclusion

With one simple integration from GoGoGuest helped Devoción Coffee:

• Devoción Coffee saw its new customer group grew by over 500% per month.
• Increased the average purchase per visit from a guest Wi-Fi user by $70 or more each month.
• Elevated the in-store guest experience which attracted more people to flock around the coffee brand that offers the freshest coffee beans and brew in all of New York!
• Helped decreased the activation rate from a coffee shop patron to a patron to a coffee subscription customer.

A customer-centric approach allows coffee brands to tailor their offerings, personalize their marketing efforts, and create a unique and memorable experience for their customers. In an ever-growing and competitive industry, prioritizing the customer can be the key to success for coffee brands, leading to increased customer retention, positive word-of-mouth, and ultimately, business growth.

The team at Devoción Coffee clearly pour their efforts into putting the customers at the heart of the brand strategy and cultivate a dedicated community of coffee lovers.

Next steps

Ready to take your coffee brand's marketing  strategy to the next level with a customer-centric approach? Not yet convinced? Read about our success story on Fast Company!

Sign up now to leverage data effectively, and incorporate human insights into your strategy. Book a demo today and start driving revenue growth and customer loyalty like never before. Don't miss out on this opportunity to revolutionize your marketing approach!