At Flavors, a premium coffee shop, customers receive more than just a great cup of coffee-they receive exposure to music, art, literature, and town events. Flavor's calendar for programs gives their customers a quick view into their corner of the world-from live music and art displays, to volunteering or a coffee tasting. Flavors offers the following:
Music Center-Information to all live music events occurring in the area. The store also hosts an open microphone two nights a week for local musicians.
Art Gallery-A space in the store filled with great pieces from local artists.
Book Clubs-Customers can meet to discuss current and classic literature.
Coffee Sampler-Customers can sample coffees from around the world with the experts. Community Events-Weekly meetings are held where customers can find ways to become more involved in their community.
Brewing Courses-Offer the finer details of the brewing, grinding, and blending equipment for sale in Flavor stores-from the traditional press to a digital espresso machine. Also includes a trouble-shooting guide developed by brewing specialists.
PROJECT FOCUS
Flavors sales are great and profits are soaring; however, current operations need a complete overhaul. The owners of Flavors, J.P. Field and Marla Lily, built the business piece-by-piece over the last 12 years. The following offers a quick look at current operations.
Flavors does not receive any information on how many of its customers attend live music events. Musicians typically maintain a fan e-mail listing and CD sales records for the event; however, this information is not always provided to the store. Book club events are booked and run through the local book store-Pages Up. Pages Up runs a tab during the book club and provides Flavor with a check at the end of each month for all book club events.
Flavors has no access to book club customer information or sales information. Artist gallery is run by several local artists who pay Flavors a small commission on each sale.
Flavors has no input into the art contained in the store or information on customers who purchase art. Coffee sampler events are run through Flavors primary operations.
Community event information is open to all members of the community. Each event is run by a separate organization, which provides monthly event feedback to Flavors in a variety of formats from Word to Access files.
Brewing and machine resource courses are run by the equipment manufacturer and all customer and sales information is provided to Flavors in a Word document at the end of each year
You have been hired as a consultant to Flavors. The owners want to revamp the way the company operates so it can take advantage of marketing and sales opportunities across its many different lines of business; for example, offering customers who attend book club events discounts on art and brewing and machine resource courses.
They also want to gain a better understanding of how the different events impact sales.
For example, should they have more open microphone nights or more book clubs? Currently, they have no way to tell which events result in higher sales.
Flavors would like you to create a CRM marketing strategy to help them gain visibility across their company.