After rebranding in 2014, Café Joe, Israel’s largest café chain, including Café Joe branches in Menta gas station convenience stores, decided to diversify with the marketing of coffee capsules compatible with Nespresso coffee machines. The goal was to offer its store patrons and in-transit customers another way to enjoy the Café Joe experience, and this time at home.
The nationwide distribution infrastructure of Café Joe, including points of sale at Menta convenience stores, enabled the company to sell their coffee capsules at 250 points of sale. It was obvious that establishing an online sales platform would be critical for improving the convenience of purchase, facilitating efficient distribution and communicating directly with customers.
The project demanded creating a forward-thinking synergy between the company’s existing digital platforms and the new e-commerce platform, including cross-platform interfacing capabilities that would enable the company to gather and analyze data from buyer and customer profiles from one central command center. With these new tools, the company can identify online only customers and offer them special deals for offline purchases using points accumulated with each online purchase in order to increase offline sales.
Café Joe has benefited greatly from working with the same digital marketing agency for over four years. The company can now access a broad cross section view of all their digital media platforms, enabling them to increase the effectiveness of media campaigns by more accurately defining each target audience and the most suitable medium of communication.