ROYAL CREST DAIRY: Business reinvention

HOW - and why - we reimagined one of Colorado’s MOST BELOVED companies.

For almost a century, Royal Crest Dairy has delivered milk to the doorsteps of Front Range families. But to win new, younger, pandemic-stressed homeowners, it had to disrupt its time-tested processes.

People wanted digital carts, not paper checklists.

People wanted plant-based alternatives, not just cow milk.

People wanted to avoid the grocery, and get staples delivered.

In short, people wanted a lot. And they wanted it right away.

The opportunity was clear. But only if Royal Crest could revolutionize the way it had done business for generations. Without offending a stateful of loyal fans.

No pressure, right?

Seizing a new opportunity meant building a new platform.

We designed and built a smooth, intuitive online ordering system. And used bright, clean product photography to mimic the experience of a local grocery. 

Our navigation strategy drove awareness of the expanded product list. With a couple clicks, customers filled their carts with not just milk, but meats, breads, eggs, cheeses, seasonal treats and more.

Behind the design was a robust tech stack, with SEO and a backend inventory system that – for the first time – helped Royal Crest drivers get an accurate count before they set out on their morning mission.

Messaging with the (super)market in mind.

Royal Crest became Colorado’s favorite by putting customers first. So we made sure everyone’s voice was heard. We conducted user surveys that allowed us to overlay VOC data on top of our communication plan. This data directed an effective email decision tree. And helped us install marketing automation that (nicely) reminded customers to get their orders in early.

Reaching digital-first homeowners meant meeting them online. So we accelerated Royal Crest’s social media and content platforms with information about new products and education about new processes.

Throughout, we tested our assumptions using win/loss and other tools from the Unified Marketing System. Because tastes change. But marketing fundamentals never go out of style.

Beyond surveys that shed light on who the most active and adorant fans of Royal Crest were, we also wanted to learn more about what made customers unsatisfied or upset. We used the understanding we gained to improve the service, support, social media, email, and just about any other communication and operation you can imagine. The feedback was crucial to adapting to this new landscape.

Delivering results. (Along with some delicious oat milk.)

We helped Royal Crest Dairy seize the opportunity created by new technology and the coronavirus pandemic.

New Users to the site ballooned from 505,586 in 2020 vs 219,383 in 2019

Email Sessions went from 75,726 in 2020 vs 9,681 in 2019

Social Sessions went from 65,038 in 2020 vs 16,833 in 2019

Digital Signups were double in value to physical sales

With the right mix of progressive thinking and marketing rigor, we were able to recreate a classic ordering experience for a new generation of Coloradans. And set Royal Crest up for another 95 years of success.

With the right mix of progressive thinking and marketing rigor, we were able to recreate a classic ordering experience for a new generation of Coloradans. And set Royal Crest up for another 95 years of success.

Royal Crest Dairy

estound has risen to every challenge we handed them… They’ve really helped take us to the next level

Darcie Ramirez, Marketing Manager
Royal Crest Dairy

ready to GET STARTED?

Drop us a note and we'll coordinate a time to discuss where your marketing has hit a wall and how estound might help you break through.

get in TOUCH:

Name
This field is for validation purposes and should be left unchanged.