As a tea consultant, one of the best parts of my business is offering advice to tea business startups and seeing them flourish. It’s rather like a mother or father waving their child off to school. Mary Cali from The Tea and Jazz House is one such ‘cool cat’. After offering business guidance, I was like that proud mother waiving her child off to school. These are a few points on what The Tea and Jazz House as an online tea business has done extremely well:
Branding: Mary has created an extremely strong brand identity in The Tea and Jazz House. The logo, the look and feel of the website clearly shows how tea and jazz are intertwined. The website’s philosophy, vision and passion are outlined on the home page which demonstrates how the two complement each other.
Products: After learning about tea from yours truly, Mary conducted a lot of research about her target market to come up with a range of flavoured teas and herbal infusions. In keeping with the tea/jazz theme the names of each tea are inspired by Jazz artists. The jazz style of each artist is reflected in each of the fusion of herbs, flowers, spices and tea. Products are always more compelling if there is a story behind it; which increases consumers’ emotional attachment to the products.
Education: For novice drinkers, it can often be daunting looking at a website and what The Tea and Jazz House have done particularly well is to provide information to consumers. The steeping tea guideline on the Home page; the How They Make Tea section which provides pictorial tea education and information about the all Jazz artists helps to create a great online shopping experience.
Sharing is Caring: Consumers are embracing the notion that people buy from people in Social Media and The Tea and Jazz House has embraced Social Media extremely well by sharing other people’s blogs such as Tea Time with the wonderful editor of the English Tea Store blog, A.C. Cargill. Consumers can also follow Mary’s tea journey and passions via Twitter.
What are your thoughts on what makes a great online tea store?
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