Making every item in your product line just the one your customer is looking for
An offering in your expansive product line is perfect for a particular type of customer. Yet the way your products are presented makes it difficult for them to find it. We helped Twinings identify and effectively segment tea consumers across its vast offerings to allow each product to reach and engage very different and very discerning customers.
Founded in 1706 in London, Twinings grew from a single shop into international tea experts with a reputation for providing consumers the finest flavored teas.
In recent years, the English tea giant faced challenges connecting with North American consumers. Even as tea blends grew popular among the public as artisan experiences, the Twinings’ brand, with over 200 flavors, had difficulty gaining adoption and growth in proportion to this market growth. The entrance of trend-driven competitors pushed out many of the company’s tea flavors from retail store shelves, and Twinings’ packaging design and overall retail presence not only made it confusing for customers to identify flavors but also left consumers with the impression of Twinings as “stodgy” and “old.”
With all these factors in play, how could Twinings bridge these challenges and create better engagement and sales among consumers?