Crisp brews up customer acquisition at Zest Tea

Solution

Focusing on sustained retail growth
Now, Zest Tea uses Crisp to make important decisions about their thousands of retail locations. Particularly important to James is a data-driven promotional strategy. Just like with tea, he doesn’t want the boost that comes from promotions to be a spike-and-crash. “You’re encouraged to do all kinds of retail promotions as a growing brand…but what’s the long-term effect coming out of those promos?” James wonders. “You need data to make those decisions — to figure out if you’re attracting the right type of customers who will actually stick around.” Once they’ve designed the right promotion, the team tracks fill rates at each distribution center to prevent out-of-stocks.

Zest Tea also uses Crisp’s sales dashboards to eye long-term trend lines and manage their product mix accordingly. In one example, they spotted that a slower moving SKU was actually a big hit in the Northeast. Instead of cutting the product, they focused their growth efforts in a regionally specific way. “Who knows how long it would have taken us to find that out, but it was rapidly available to us via Crisp,” James explains. In addition to saving the team dozens of hours per month combing through raw data, James says that Crisp has democratized data across the company. Now, every team member is armed with sophisticated insights to make better sales, marketing, and operations decisions. Given how expensive and time-consuming data analysis can be, James says this wouldn’t normally be possible for an emerging brand: “With Crisp, we have the data access of a much larger company.”