Food & Beverage
Magento Gave Intelligentsia Coffee the Perfect Blend of B2B2C
A unified B2B2C experience.
Intelligentsia, the Chicago-based coffee retailer, imports to the US market the very best coffees from East Africa, Central, and South America. The key to their success is their long-term relationships with growers, and a team of expert buyers who seek out the best beans grown by responsible, ethical local farmers.
Intelligentsia has an omnichannel strategy that includes retail stores in Los Angeles, Chicago, New York, and Boston. They sell direct to consumers via their website and offer retail-packaged products in upscale grocery stores including Whole Foods and Pete’s Fresh Market. They also have a distribution channel for restaurants and a complex wholesale business that sells to chains and independent coffee shops across America.
The company needed to unify their B2B and B2C business, to save managing multiple catalogs or duplicating work on the backend. The solution had to be mobile friendly and deliver an exceptional buying experience. Finally, they needed an ecommerce platform that would seamlessly integrate with other systems, and complement a planned upgrade to their ERP system. They chose Magento Commerce.
Magento was the only vendor that could provide a central admin for both B2B and B2C and integrate with our new ERP system while also improving our mobile capabilities. Magento was a great fit.Matt Riddle
Director of eCommerce, Intelligentsia Coffee
A sophisticated yet simple user experience.
Intelligentsia Coffee is serious about the customer experience—in stores and online. The goal of the new website was to make it easier for customers to order, configure, and add products to their cart all from the same screen—an important ask for busy coffee shop and restaurant owners who order from their smartphones. Together with Magento Global Elite Solutions Partner, Gorilla Group, Intelligentsia Coffee implemented a Quick Order option to enable faster ordering and re-ordering. Meanwhile, a subscription option, powered by Subscribe Pro, allowed customers to sign up for regular shipments of Black Cat Espresso or House Blend coffee. Using cut-off dates and times for special orders, customers can conveniently pre-order seasonal or promotional products.
Magento helped to simplify Intelligentsia’s complex product catalog. Their House Blend alone sells in multiple sizes: 12 oz. bags to consumers, in bulk to wholesale, and in cases of retail bags to resellers. Each size is available as ‘whole bean’ or ‘ground’ with 10 unique grind settings—generating as many as 60 variations. But Magento features made this easy by making product options configurable. Intelligentsia can also create tiers of discounts based on purchase volume, and carefully control which customers receive certain discounts. For example, some wholesale customers are also resellers—so charging sales tax is an issue. The team can easily manage this with Magento Commerce.
The webstore also offers semi-private labeling for their wholesale customers. “Shannon’s Coffeehouse” for example, can brand their Intelligentsia Coffee House Blend as “Shannon’s House Blend.” And in Intelligentsia’s “Coffee Playground,” customers can learn about individual coffee blends through in-depth articles categorized by searchable product attributes including plants, regions, and roasts.
Magento powers 90% of its wholesale B2B2C business.
The new site launched to rave reviews from Intelligentsia Coffee customers. Content management tasks like adding new seasonal products and creating landing pages now takes minutes. Meanwhile, the ability to provide customers with tracking information via their account and automated emails has reduced call volume, freeing the team to provide better support and coffee recommendations.
Overall, users found the site easy to use. It delivers an exceptional purchase experience for both consumer and business customers—in fact, 90 percent of their wholesale B2B2C business is now managed through Magento. The new mobile capabilities directly impacted the business: on tablets alone, traffic rose by 16 percent, transactions soared 40 percent, and conversion increased by 20 percent. Overall, mobile sessions have increased 41 percent and conversion rose by 34 percent.