Understanding your customers is a fundamental underpinning of building any business. The more you know about your customers, the more you can provide them with what they need.
The world of tea is no exception — tea drinkers are a unique bunch who enjoy and experience their beverage in many ways. At Two Leaves and a Bud, we've taken the time to build our understanding of your average tea consumer and make sense of their wants and needs in the marketplace. Here's three important insights we've learned about tea drinkers that can help you build business:
Tea drinkers love variety
In a recent survey of Two Leaves and a Bud customers, we found the number one reason tea drinkers drink tea (next to the obvious answer of taste) is for tea's diversity — the endless variety of tastes, aromas and textures. It makes sense when you think about it: tea is an incredibly interesting, unique beverage from all over the world. Customers love to explore and discover tea's variety — it's fun, interesting and exciting.
How to use this: Cross-sell! Ask your customers what types of tea they like, show them something relevant, and you'll see their eyes light up. Feature different teas monthly in your store and use point-of-sale displays that showcase the full line you carry.
Get educated and share the knowledge
If tea drinkers are so interested in something new, then why aren't they trying a new tea every time they walk into your shop? From our research, we find that the lack of tea education out there is a critical reason why people won't spend money for a brand new type of tea. In today's economic climate more than ever, people will shy away from what they don't know — Earl Grey is the safe choice they've had before, so it's the tea they're willing to pay for.
How to use this: Educate yourself and your staff about tea, and educate your customers in turn. Take time to become more knowledgeable about tea, and train yourself and your staff to educate customers every chance you get. If you really want to get serious, start holding monthly seminars for customers — you'll be surprised what a positive response you get, and you'll be building customer relationships and selling more tea all the while.
(Side note: Two Leaves and a Bud now offers live virtual educational sessions for you and your staff called Two Leaves Universi-Tea. If you're interested in learning more about tea and training your staff, learn more and register here. Or simply e-mail marketing@twoleavestea.com and we can discuss whether a private session makes sense for your team!)
Functional is good
Helping one's body while eating or drinking is just one of the many ways a more convenience-focused America is driving today's market. As for tea, it is well known as healthy beverage attracting more consumers than ever due to our culture's major focus on health and well being at this time. Two Leaves and a Bud has a wide selection of herbal blends and green teas designed with wellness in mind.
How to use this: First thing's first — carry teas with functional benefits. Teas like Organic Turmeric Antioxidant and Organic Detox instantly communicate their functional benefit to consumers, and tap into your customers' need to help their bodies while satiating their thirst. And don't forget that while a good wellness tea is sure to sell, green teas are well known for their health benefits and meet the demand for functional benefits. Finally, and perhaps most importantly, arm yourself and your staff with knowledge of tea's health benefits, and be prepared to lace your descriptions of each tea with its functional benefits when consumers ask.
There's three consumer insights that will help build your business. What have you seen that's unique about tea drinkers? How do you treat them differently from other customers?
