A franchised QSR company with over 400 stores.

Objective: Drive profitability across both eCommerce and in-store channels by enhancing digital marketing strategies, optimizing customer experience, and increasing overall sales.

Problem/Challenge: To grow its online presence while supporting franchise locations with effective digital marketing that integrated seamlessly with in-store experiences. The goal was to increase online and in-store sales, unify the eCommerce and franchise operations, and foster stronger customer engagement.

Solution: As the eCommerce Marketing Manager, I led initiatives to elevate BIGGBY COFFEE’s online and in-store sales by implementing data-driven digital strategies, redesigning the eCommerce platform, and optimizing customer targeting through segmentation analysis. Here’s how I addressed each area:

  • In-Store Retail Support: Collaborated on a strategic shift in 2024 to integrate online marketing with in-store promotions. By promoting BIGGBY-branded mugs and coffee products through targeted digital ads, we created a seamless connection between the eCommerce platform and physical stores. This approach provided additional support to franchisees and boosted in-store engagement.

  • eCommerce Platform Development: Spearheaded the creation of a new eCommerce platform, integrating ERP system, and Single-Sign On for efficient inventory and order management. I worked with designers to enhance the user experience, making it more intuitive and personalized.

  • Customer Segmentation: Conducted in-depth customer segmentation analysis based on purchase trends, aligning product offerings with key audience groups. This approach enabled targeted campaigns and tailored promotions, fostering stronger customer engagement and unifying eCommerce efforts with franchise operations.

Overall Results

Enhanced customer engagement, improved sales performance, and stronger alignment between eCommerce and franchise operations.

  • Achieved a 5% increase in online sales through optimized targeted ads in Q3 & Q4 of 2021

  • Delivered a 22% year over year growth by implementing loyalty-driven campaigns and enhancing the customer journey

  • Secured a 12% annual growth of eCommerce sales by utilizing data insights to optimize seasonal and promotional campaigns in 2023

  • Shifted 2024 marketing efforts on supporting in-store sales while maintaining steady online sales growth

2024 In-store Only

The 2024 marketing shift drove substantial in-store sales growth, with significant increases in customer engagement and product sales.

  • Q1: +35% year over year increase in retail mug and coffee sales.

  • Q2: +71% year over year growth as a result of integrated digital promotions.

  • Q3: +64% year over year increase in in-store sales, showing strong alignment between online marketing and franchise locations.

Impact Summary.

My efforts at BIGGBY COFFEE transformed the brand’s approach to eCommerce and franchise support by uniting digital marketing with in-store experiences. The digital strategies enhanced customer engagement across channels, driving both online and in-store sales growth.