Pop & Bottle – The Power of Knowing Your Customer

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Pop & Bottle – The Power of Knowing Your Customer

Every great entrepreneur begins their journey with the purpose of solving a problem and fulfilling a need. This was no different for Jash Mehta and Blair Hardy, co-founders of Pop & Bottle, a dairy-free latte company, based in San Francisco. After they tried countless lattes throughout the city without successfully finding one that was delicious as well as health boosting with clean ingredients, they set out to create their own.

Upgrading everyone’s daily latte. With 10x sales growth, year over year, in ecommerce.

The plant-based food and beverage industry is valued at over $3 billion while the ready-to-drink coffee space is a $2.5 billion market. Coupled with their passion for wellness and coffee in general, Jash and Blair saw an opportunity for disruption. The vision: to elevate someone’s every day latte ritual to make it as nourishing as it was delicious, as delightful as it was a daily act of self-care.

 “This industry is so passionate about the products we make and what we stand for, how we brand it, how it looks, how it tastes” Shelley Tang, Head of Marketing at Pop & Bottle

In 2016, Pop & Bottle launched their signature product: ready-to-drink almond milk lattes, in boutique health food and grocery stores. The ingredients are natural and good for you – such as almonds, dates, fair-trade coffee, turmeric, and matcha, nothing processed. As enthusiasm for Pop & Bottle’s lattes grew, especially amongst women, it was clear that an e-commerce strategy was the next step in the company’s growth.

Knowing the numbers and customer lifecycle, inside and out. 

The marketing and e-commerce landscape today is just all about knowing your numbers and knowing what drives sales and understanding your business…  just in the first couple months of this year we’ve already sold more than all of what we’ve sold last year in e-commerce” –  Shelley Tang

The ability to analyze customer data and understand the drivers behind awareness, conversion, and repeat purchases is critical to the success of any business.

The Pop & Bottle team uses their e-commerce data to better understand the customer demographic, preferences and behavior. It’s a circular process… better understanding of the customer drives optimized, targeted advertising, which drives higher sales conversion and better customer understanding.  These deep insights are not easily obtained from grocery sales, and fundamental to driving and shaping overall business strategy.

A great example of this for the Pop & Bottle team, was the development of their “Supers” – oat milk lattes with functional boosts like collagen, antioxidants, and adaptogens, in late 2019.

What can we learn from the supercharged success of Pop & Bottle?

  •  Numbers don’t lie. So make numbers-driven decisions.
  • A flexible and robust e-commerce strategy is a fundamental building block and link to a successful omnichannel business strategy.
  • Stay ahead of the curve. Data-driven businesses must adapt and keep pace with the real-time needs of their customers and their buying behaviors.
  • The addition of e-commerce is transformative, making operating costs more efficient and providing predictive insights into ever changing customer preferences.

 

Mark Nelson

Mark is CEO of PSS with responsibility for setting the strategic vision of PSS. He is a seasoned business executive and serial entrepreneur. Mark is passionate about growing new businesses and through the PSS platform is helping other CPG companies grow their eCommerce businesses and brands.

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