How Bird & Blend Tea Co. Increased the size of their loyal customer base 6x
Platform
Integrations
performance
7%
Scan rate
600%
Increase in loyal customers
£5,000
Monthly revenue increase
Bird & Blend Tea Co. is an eco-conscious, independent Tea Mixology Company on a mission to spread happiness and reimagine tea. Their commitment to tea and customer service has won them a range of awards including the Sustainability of the Year Award at the Elite Business Top 100.
Challenge
Before teaming up with Penny Black, Bird & Blend Tea Co. already added hand-written inserts to their orders. But, they were time-consuming, difficult to measure and generated excessive waste from overprinting. The team needed ease and speed to add inserts to orders, without losing the ability for their fulfilment team to write handwritten notes.
Solution
After identifying these challenges, Bird & Blend Tea Co. used the Penny Black platform to:
- Integrate the platform with their Shopify store and CDP (Klaviyo) to start importing customer data to build segments and personalise based on specific data points
- Connect our platform, printers and satellites with their warehouse management system (WMS) Peoplevox so the right inserts can be matched to the correct orders during their existing pick-and-pack process
- Set up 25+ personalised insert campaigns that are segmented based on where the shopper is in their customer journey to build emotional connections, motivate repeat purchases and build customer loyalty
- Make sure the inserts are printed on-demand to limit excess waste from over-printing
Results
With Penny Black’s personalised inserts, Bird & Blend Tea Co. saw:
- An average 7% scan rate on their personalised inserts
- A 600% increase in the size of their loyal customer community within 3 months
- Over £5,000 in additional revenue per month was generated by customers who interacted with their Penny Black inserts
Strategy deep-dive
Welcome Campaign and the Brew SocieTEA
Bird & Blend’s personalised inserts are a powerful tool for showcasing the brand’s customer-centric approach. Their welcome campaign includes a QR code to a video message from the founders, building up an emotional connection and encouraging shoppers back onto the website. Ultimately, increasing the likelihood of a second purchase.
Bird & Blend have also set up a Penny Black campaign focused on growing their loyal customer community; the Brew SocieTEA. The team understood that when shoppers join the community, their LTV increases as they’re engaged with the brand. The inserts addressed customers by name, emphasised the benefits of becoming a Brew SocieTEA member and included a “Brewbird Pass” for special in-store perks.
These inserts achieved an impressive scan rate of 25-30%, resulting in a 6x increase in Brew SocieTEA sign-ups within the first three months of launching the campaign.
Personalising the gifting season
Bird & Blend Tea Co. have also used Penny Black to quickly launch limited-time, seasonal content. They used our Klaviyo integration to create a segment of customers who hadn’t ordered their advent calendar and sent them targeted inserts motivating customers to purchase it.
And, used our Smart Gift Note feature so any customers giving tea as gifts could make the experience memorable for their loved ones. Their gift notes welcome the gift recipient into the Bird & Blend community and shares their brand mission alongside the customers’ personalised message. Bird & Blend made the most of these gift notes by including QR codes enabling recipients to complete a “Find My Tea Quiz” which also exposes recipients to more of their product offering.
Attracting online customers in-store
Bird & Blend Tea Co. knows their stores play a crucial role in creating an amazing customer experience. But, many of their online customers aren’t aware of their unique in-store experiences.
Using Penny Black, Bird & Blend set up location-based, personalised campaigns to entice online shoppers to visit local stores. They tapped into location data from their Shopify to identify customers near their shop locations. When these customers made a purchase, they received a tailored insert inviting them to check out their local store.
The inserts shine a spotlight on the events and experiences happening in each location, complete with prices and easy-to-scan QR codes to book.
Building engagement with recipes and content
Another way Bird & Blend Tea Co. uses Penny Black is to automate adding tailored recipe cards and content to orders related to the tea the customer has just bought.
For example, if their customer had just bought a Matcha powder they would be sent a personalised recipe card showing them ways to use the Matcha. Some of the inserts motivate shoppers to scan and discover more tea through their quiz. Bird & Blend also often launch seasonal recipes that get sent out alongside their seasonal teas without any disruption to fulfilment.
Referral campaigns to acquire new customers
Bird & Blend Tea Co. also understands that when a customer unboxes and experiences their tea firsthand, they’re more likely to recommend it to loved ones. Using Penny Black, the brand has also set up a referral campaign that sends customers an insert telling them about their referral program and motivates them to “share the love” with others.
The insert welcomes shoppers to the brand’s communiTEA and highlights the mutual benefit that both the refer and the referee get on their next purchase. These campaigns see a 5% average scan rate and actively contribute to new customer acquisition.
