Need to Know
- Pulp & Press chose to partner with Northern within a year of launching their food and beverage startup.
- Before targeting the wholesale channel, Northern helped Pulp & Press prove that it had a viable product within its local market.
- Pulp & Press had complex fulfillment hurdles to overcome before tackling eCommerce.
- Northern researched and tested to learn if going direct-to-consumer (D2C) would positively or negatively impact the initial success of the wholesale channel.
Personal trainer Christian Vemb launched the Pulp & Press Juice Co. in 2014 after being inspired by his mother-in-law’s dedication to juicing, which helped her deflect the debilitating effects of cancer.
Northern’s efforts helped Pulp & Press gain access to major grocery stores across Canada and in select US markets. Our ambitious D2C program brings their organic cold-pressed juice right to customers’ doorsteps.
The food and beverage market is exceptionally competitive; untested products rarely gain acceptance. Pulp & Press organic products have a relatively short shelf life, creating storage and shipping difficulties.
The COVID pandemic has caused significant disruption to the wholesale grocery markets while igniting eCommerce grocery sales. The US market disruptions caused by evolving pandemic regulations tested many well-established US competitors. In addition, plummeting sales resulted in many closing their business.
In the initial stages of launching Pulp & Press, efforts were focused on local community growth through word of mouth, local news, promotional contests and driving traffic to their London storefront and website. As the brand established itself, Northern’s efforts switched to breaking ground with wholesalers through direct sales support, marketing collateral, trade shows, events, and account-based marketing. Our first big multilocation win provided much-needed proof of viability and confidence in the brand, which helped future wholesale pitches.
The logistics technology Northern designed and developed to ship Pulp & Press’ short-shelf-life products put them in an excellent position to integrate with the Shopify Plus eCommerce platform.
The 2020 pandemic presented unique challenges that required an end-to-end sales and delivery approach. Northern Commerce conducted research and completed a diagnostic analysis to determine the most viable go-to-market strategy. Leveraging our findings, we designed a cross-pillar solution (engagement, experience, and commerce) to address Pulp & Press’ entire offline and online ecosystem.
Northern’s plan targeted opportunities with local look-alike audiences, enhanced through A/B cohort testing. We used quick wins to identify market influencers helping tap into new markets geographically and through related lifestyle behaviours. And national advertising, using these pre-tested audiences, was rolled out to stimulate sales across Canada and the US.
Pulp & Press commerce analytics uncovered patterns with repeat purchasers that helped reduce customer attrition and increase customer lifetime value (CLTV). We applied these findings to their automated email workflows. For example, first-time purchasers received a welcome series of juicing tips, and post-purchasers received personalized offers to motivate second and third purchases. Behaviour-driven campaigns boosted cross and up-sell among different product lines, refer-a-friend giveaways enticed word-of-mouth sharing and look-alike customer growth, and multi-purchasers received rewards through our loyalty program.
To manage the short shelf-life, we developed an automated system for managing their order-to-doorstep fulfillment. To do so, we partnered with national shipping companies, ran test market deliveries, and integrated with shipping application programming interfaces (API). We then combined their fulfillment system with Shopify Plus to create a fully automated end-to-end platform.
Pulp & Press is no longer the new guy trying to break ground; now, they’re a market leader that others are chasing. Pulp & Press effortlessly processes thousands of orders per week. And both wholesale and D2C revenue streams are doubling year-over-year.