As the first person in Australia to sell Nespresso-compatible coffee pods, Toby Strong - the founder of Adelaide-based coffee pod manufacturer Podpac - was disheartened by the waste he saw and decided to do something about it. The result was Urban Brew, a Podpac-owned, direct-to-consumer retailer of compostable coffee pods that manufactured better for the environment coffee pods. In contrast to competitive offerings, Urban Brew removes behind-the-scenes inefficiencies to deliver compostable pods at half the price of big-name brands.
The pods, which can only be purchased via Urban Brew’s website, were an instant hit. However, to better communicate the company’s value proposition around affordable sustainability and introduce a new, guided web shopping experience, the company decided to upgrade its Magento Open Source e-commerce infrastructure to a cloud deployment of Adobe Commerce, part of Adobe Experience Cloud. To perform the migration, Urban Brew engaged its longtime e-commerce consultant and Adobe Gold Partner, Aligent Consulting.
“By studying how people buy coffee machines in retail shops, we learnt a lot that we wanted to incorporate into our e-commerce journey,” explains Greg Vowles, head of eCommerce for Podpac. “Many people don’t know where to start when searching for a coffee pods. We noticed people aren’t sure which coffee pods are compatible with their machines. We wanted to eliminate all that friction by guiding customers straight to the optimal machine and pod combination and making it easy for them to buy. Adobe Commerce was the best platform to do that.”
In addition to simplifying the customer journey, Vowles wanted customers to be able to order coffee pods any way they wanted. He explains: “One of Urban Brew’s differentiators is that, as a customer, you can buy anything, from a single, one-off pack to a monthly subscription comprised of multiple packs and flavours. The only difference is the more you order, the more you save. We needed the flexibility to support a variety of order configurations as well as special offers and promotions on the website.”