In late 2012, Second Cup was looking to support their traditional and CRM/loyalty initiatives digitally. Recognizing the core value of convenience in the on-the-go drink industry, Second Cup needed to redefine their brand within the digital ecosystem, giving it a fresh positioning with their core consumer and providing an elevated brand experience online. This gave them the opportunity to compete against large coffee brands with loyal followings like Starbucks and McCafe, and attract the attention of coffee and tea drinkers of the younger generation. Among the enhancements were a full redesign and re-launch of SecondCup.com as a fully-responsive and immersive digital destination with refreshed branding, a modern look and feel and enhanced functionality, perfect for those on-the-go. Full design and development of PERKS – a new loyalty program that rewards frequent and dedicated customers with attractive and appealing incentives.
Through emphasizing new loyalty initiatives, and creating buzz to stand out against the competition, it ensured all digital media, social and CRM contents would clearly drive a consumer into a relevant and contextual brand website experience regardless of device or platform. The refreshed experience lead to a 57% increase in unique visitors, an 11% increase in page views and a 16% decrease in bounce rate over the same period year over year. In addition, a 25% increase in visitors overall with over 35% of traffic from mobile devices, and a 30% increase in visit duration while on mobile. Thanks to the inclusion of “The Buzz” social section, there was 3X the referral traffic from social than the previous period year over year.
The site has been recognized with a Silver W3 Award, an “Honourable Mention” at The AWWWARDS, and was shortlisted as an FWA “Site of the day”.
