BACKGROUND: Founded in Berkeley, California, in 1966, Peet's Coffee & Tea is a premium coffee roaster that focuses on delivering the freshest, deep roasted beans for home and office enjoyment. With a strong mail order and e- commerce business and 56 retail stores, the company is dedicated to providing a personalized and superior experience for its customers to enjoy quality coffee, tea and related products. Peet's is a privately held company committed to strategically growing its successful online, mail order and retail businesses while maintaining a unique culture and focus on customer satisfaction.
PLATFORMS: E.piphany E.4 runs on Windows NT and SQL Server.
PROBLEM SOLVED: Prior to E.piphany, Peet's relied on a home-grown fulfillment/call-center/order-taking system. It was an antiquated architecture and data structure that could not integrate the various existing data sources. Because of Peet's growing Web and mail order business, the marketing department recognized that it was becoming imperative to be able to collect and mine consumer profile information. E.piphany gave Peet's the ability to integrate all imperative data across multichannels. We were looking for a tool that could easily provide us with the capability to move from analysis through data mining to development of special and unique targeted promotions out to the customer and then be able to come back and track the results.
PRODUCT FUNCTIONALITY: E.piphany is helping us build a better understanding of who our customers are, how frequently they buy and how often they buy across channels. By segmenting our customer database and building customer profiles, we are successful in achieving a deeper and more meaningful understanding of how customers interact with Peet's.
STRENGTHS: Gaining a deeper understanding of our customer has been a primary goal of Peet's. E.piphany has given us tremendous flexibility in terms of segmenting and mining a customer database. In relation to other products on the market, E.piphany was the only solution that offered transactional information in the personalized messages and closed-loop analysis of responses/bounces or inferred response tracking and analysis. Few other products are entirely Web based; and even fewer have automatic list maintenance, content creation and management tools. Because E.piphany is entirely Web based, the software is instantly accessible by every knowledge worker in the enterprise as well as partners and customers who are a part of the extended enterprise.
WEAKNESSES: Report formatting tools are adequate, but not as advanced as other tools. The list management tool could provide an easier user interface to restrict customer selection. The current interface requires a multistep process to extract names from the database. A single template for individual and group selection would be more efficient and user friendly.
SELECTION CRITERIA: When we evaluated other products, there were several things that made the E.piphany tool the most attractive. It addressed our needs in terms of speed of implementation and the ability to work across a number of the different databases. E.piphany also provided the most user-friendly product. Within 15 minutes of seeing how the interface is set up, I was able to generate information, pull up reports, and practice analysis and campaign management. This is one of the most impressive features of the E.piphany tool.
DELIVERABLES: Report generation is very important from a marketing perspective we need to know if our campaigns are effective, if we are targeting the right people and what we can do next time to make our efforts more profitable. In the past, these reports have taken us anywhere from a couple days to several weeks. With E.piphany, we can generate a report based on any given criteria in a matter of minutes.
VENDOR SUPPORT: We met all of our deadlines during the installation in about eight weeks E.piphany was installed and generating reports. Unlike many other vendors we have dealt with, there is no disconnect between what the salespeople promise and what happens in reality. E.piphany has a proven track record with their commitments and deliverables. We stored our data in SKU format and had not built the database architecture. E.piphany helped us build that architecture while they were installing the software.
DOCUMENTATION: The documentation is adequate. Due to the tool's ease of use, we have had little need to depend on documentation.
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