Spilling the Tea on Driving eCommerce Tea Sales

Rishi Tea, a premium tea brand offering artisanal and organic blends, sought to expand its eCommerce presence. With a loyal customer base, they wanted to drive substantial growth in online revenue and brand visibility while preparing for a seamless website transition.

The Opportunity:

Despite a strong product offering, Rishi Tea faced the challenge of scaling their eCommerce growth amid a competitive market. They required an optimized digital strategy to maintain high ROAS and revenue growth year-over-year while ensuring minimal disruptions during a significant website transition.

Granular’s Solution:

To achieve these goals, we implemented a comprehensive digital marketing plan, which included:

  • Advanced PPC Campaigns: Leveraged Google and Meta platforms to scale highly relevant traffic, focusing on revenue growth at a profitable ROAS.
  • Feed Management Overhaul & Seamless Website Transition: We worked with their website developer to help migrate to Channable, while also resolving Google Merchant Center issues, improving structured data for multi-weight teas, new site schema, and optimizing product feed and Google Shopping product titles.
  • Seasonal Campaigns and Promotions: Launched successful Black Friday/Cyber Monday sales, achieving record revenues in November and December of 2020.
  • Creative Strategy and Optimizations: Introduced new successful ad formats and creative angles for Rishi Tea and the new Sparkling Botanicals product launch
  • Accurate Conversion Tracking: Updated all conversion tracking to ensure proper revenue and attribution.

 

By combining strategic advertising, technical expertise, and data-driven optimizations, Rishi Tea achieved groundbreaking growth in their eCommerce efforts. This case underscores how tailored digital strategies can elevate a brand’s online presence and profitability. If you were oolong-ing for another tea pun, you got it.

The Results:

  • Sustained Year-Over-Year Growth: Every month from January 2020 to February 2021 saw at least +74% YoY revenue growth, with a peak of +375% in June 2020.
  • Remarkable Revenue Milestones: By Q4 2020, monthly revenues consistently exceeded Rishi’s goal, achieving ROAS between 400% and 600%.
  • Visibility Expansion: Impressions increased by 200%–600% YoY, culminating in 9+ million monthly impressions in November and December 2020.
  • Improved Click Metrics: Clicks doubled or tripled each month, YoY, demonstrating broader brand reach at competitive CPCs.
  • Holiday Success: November and December campaigns delivered the highest paid media monthly revenues on record, contributing to 170% YoY growth in November and 178% YoY Growth in December. 

Questions?

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