Taking a Brand International using Digital
Siblings Abigail and Jamie Forsyth started KeepCup after they became increasingly concerned about the volume of packaging waste their cafe business and their customers consumed, in particular with disposable coffee cups.
They took a huge gamble that usability and aesthetics were the key reasons for poor take up of reusable cups as an alternative to disposable cups, and from here, KeepCup was born as a design focused, sustainable brand.
“People purchase KeepCups because they love the way they look and feel, and continue doing so because they form a positive habit. For many of our customers it has been the beginning of a journey to reduce the consequences of convenience behaviour”
KeepCup’s first sale to the public was from the car park at Federation Square design market, where they sold 1200 cups in 6 hours. More success quickly followed, selling 100K cups in the first six months of operation.
One of the initial international online orders came after a US blogger wrote a post about the cups. This triggered an eventual global launch for the brand, and in 2015 KeepCup have offices in Australia, UK and the US and are supported in 65 countries worldwide and now offer the KeepCup in the plastic original range, and in the glass brew range.
Some of what we’ll find out:
– eCommerce’s part in the overall business.
– How KeepCup’s online business has grown in Australia.
– The role online has played in supporting international expansion.
– How baristas then customers became loyal advocates to give the brand momentum.
– How and where KeepCup manages online distribution and fulfilment.
– How Abigail drives and navigates a multi-channel retail environment.
The big question:
What is Sunday lunch like when you run a business with your brother!
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