Discount Coffee, a family-run online only business specialising in premium coffee products, began life trading solely as a B2B wholesaler; sourcing everything coffee and hot beverage related, from gourmet coffee beans to hot chocolate.
When the pandemic hit, they had to almost start from scratch to attract an entirely new client base. Moving from their core clientele of the likes of cafes and offices, to include direct to consumer sales. A real challenge for any business, let alone in a time of universal adversity.
No time? Here’s what they gain with Feefo:
- Pages featuring Feefo widgets achieve a 15% increase in conversion rates
- They've seen a 12% rise in average order value
- Repeat purchases have increased by 20%
- Feefo’s platform has contributed to a 10% uplift in organic search traffic
“I always recommend Feefo to other businesses. It’s easy to use, gives the feedback you need to grow, and delivers an experience that helps build trust and drive sales.”
Zac Chiswell, Operations Director, Discount Coffee
The challenge
In the beginning they were concerned their name would put people off. The word ‘discount’ is generally associated with a cheap and low-quality product and service, neither of which is a true reflection of their products. They needed a solution that illustrated product quality and service reliability.
Key challenges included:
- Establishing credibility in a crowded market.
- Creating a seamless review process that encouraged feedback.
- Integrating trust signals across the customer journey to improve conversion rates.
- Aligning with a review platform that shared their family-oriented ethos and long-term vision.
After analysing several providers, Discount Coffee opted to work with Feefo as they were encouraged by the product, and forward-thinking attitudes of the company. They also felt it aligned with their values as a personable, customer service focused business.
“We felt Feefo was the reviews platform that was really pushing for growth and innovation. This wasn’t just an end product—it was an ever-evolving platform that would work with us better.”
Zac Chiswell, Operations Director, Discount Coffee
The solution
Feefo’s platform offered Discount Coffee a comprehensive solution tailored to their needs. To kickstart the process, Discount Coffee invited their most recent customers to leave feedback. The initial response was overwhelmingly positive, highlighting areas of strength and opportunities for improvement.
They implemented Feefo’s customisable widgets across the Discount Coffee website, including the homepage, product pages, and checkout pages. The widgets display star ratings, review counts, and customer testimonials, providing trust signals at every stage of the buying journey.
Discount Coffee’s marketing strategy now includes reviews. Customer reviews feature on branded leaflets, social media campaigns, and promotional materials, reinforcing trust with existing and potential customers.
Internally, Feefo has become a core part of the Discount Coffee team customer satisfaction process. At their weekly update meeting, they ensure any 3* or below comments are addressed – with issues being resolved and changes made to the process to mitigate other shoppers experiencing the same problems. For example, after a wave of negative feedback around their courier service, they opted to change provider to prevent further issues. Complaints about delivery swiftly dropped.
On the flip side, any 5* mentions of staff are celebrated – providing recognition of their efforts and encouraging continual focus on providing excellent customer happiness.
“One of the hardest things for us as an online company is building trust. Feefo gives us that extra level of credibility at every step, from the homepage to checkout.”
Zac Chiswell, Operations Director, Discount Coffee
The results
The partnership with Feefo continues to deliver outstanding results for Discount Coffee.
Since launching they have seen:
- An increase in consumer trust: 18% of customers actively read reviews before completing a purchase, demonstrating the importance of visible trust signals.
- Higher conversion rates: Pages featuring Feefo widgets achieve a 15% increase in conversion rates compared to those without reviews.
- A 12% rise in average order value.
- Improved customer retention: Repeat purchases have increased by 20%, with many customers citing the positive influence of reviews on their decision to repeat purchase.
- SEO Gains: Integration with Feefo’s platform has contributed to a 10% uplift in organic search traffic, enhancing Discount Coffee’s online visibility.
Additionally, thanks to their dedication, care and focus they’re the proud recipients of the Feefo Platinum Trusted Service award, which exhibits their commitment to excellent customer service.
Discount Coffee’s collaboration with Feefo exemplifies how the right review platform can build trust, enhance customer engagement, and drive tangible results.
By integrating Feefo’s tools across their website and marketing, Discount Coffee have not only strengthened their credibility but also achieved significant improvements in sales, increasing trust and customer loyalty.
They have established themselves in a new B2C market, as well as increasing their B2B client base.
If you’d like to speak to us about how we could help you grow your online trust and sales, chat to our friendly team.
