Case Study · Food & Drink
BULLS Coffee puts three business models in clear order
Swiss company BULLS Coffee roasts its own coffee, sells compostable capsules made from wood fibre and offers coffee machines to buy, to rent and with service. In its Shopify shop, consumables, hardware and service all meet. That breadth is a strong base once every buying decision gets its own path.
I'll show you where your shop loses buyers.
Three buying decisions, one shop
The brand grew out of visits to Colombian plantations and today has its own roastery and a shop. That origin carries the whole company. In the online shop it shares space with very different products, and it deserves to be as present there as it is in the shop.
People buy capsules again and again without much thought. A machine is a one-off investment that customers take their time over. Renting ties customers to BULLS Coffee for the long term and depends on trust in the service. Each of these has its own rhythm. Keep them clearly apart, and you get more out of all three.
Separate first, then weight
First we separated the three lines. We analysed each one and described what customers base their decision on. With capsules, it is easy reordering. With machines, it is a one-off investment with comparison and weighing up. With rental, what matters is whether the model feels clear and fair.
Then came the central question: which line leads the home page? A home page with clear direction gets every visitor to their goal faster. We checked which entry point makes sense for which visitors and how the other lines stay easy to reach. Anyone reordering capsules goes straight there. Anyone thinking about renting finds calm and all the information. The origin story stays visible throughout, because it connects every part.
Several business models, one clear hierarchy
Many retailers grow into new business models and simply bolt them onto the shop. In our view, there comes a point where it pays to decide on purpose which model goes first. The others stay within reach, and every customer sees at once where their path begins. Consumables and hardware sit well together in one company once each has its own place. A clear hierarchy then serves regular and new customers alike, and three offers become one range that supports itself.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.