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New eCommerce web site helps specialty coffee industry leader double sales

Situation

Green Mountain Coffee Roasters (GMCR) came to C2 with several objectives: to double web sales in the next fiscal year, to achieve this growth without adding cost to the Call Center, and to increase membership in their coffee clubs. They were also looking to increase the performance and reliability of their site as well as to integrate the site with their ERP business processes. Using Microsoft Commerce Server and the .Net framework, C2 custom built a new greenmountaincoffee.com eCommerce site featuring a clean design, intuitive navigation, and a streamlined shopping process. The solution also includes rich marketing and merchandising tools, giving GMCR greater ability to manage their online business and enabling them to respond more quickly to market conditions. And service-oriented integration with GMCR’s PeopleSoft system provides better customer service and eases internal business operations.

Results

The new site and top-of-the-line coffee club functionality have positioned GMCR for exciting growth. They experienced a 68% increase in web sales and more than 100% increase in web orders in just the first three months post launch! The website is now the #1 tool for recruiting new coffee club members. And in 2007, GMCR was named to Internet Retailer’s list of the “Top 50” web sites.

"[We are] on target to more than double our web business this holiday season, with the C2 commerce solution doing the heavy lifting," says Rod Ely, Systems Architect/Web Project Sponsor at Green Mountain Coffee Roasters.


	When we went looking for a world class eCommerce solution that would provide our Marketing group with flexible control over the look, feel, and flow of the site, C2 became the obvious choice. They have the most state-of-the-art eCommerce engine that we could find and also have the management and technical team that could get the project done in our aggressive timeframes. We are extremely pleased with the solution we have and how our collaborative partnership with C2 ensured that we hit our project objectives.
	Rod Ely, Systems Architect/Web Project Sponsor, Green Mountain Coffee Roasters