Date of Defense
4-18-2024
Date of Graduation
12-2024
Department
Business - Interdisciplinary
First Advisor
Scott Cowley
Second Advisor
Caitlin Nash
Abstract
Sipping Success captures the journey of customer experience and marketing strategies for a small, woman-owned business in Kalamazoo, Michigan: Mi Boba. Beginning with an in-depth analysis of existing in-store experience using reviews and interviews, this thesis uses insights to guide the creation of a customer service blueprint catered to creating the perfect Mi Boba interaction. From that blueprint, new signage and menus were created to improve the customer experience. Next, the website was completely redesigned to address issues of navigation, visual representation of products, and search engine optimization (SEO). These enhancements improved user experience, resulting in significant increases in website page views (+ 90%) and clicks (+ 21%). Finally, this thesis explores the improvement of social media presence, focusing on organic social engagement strategies such as Instagram highlights and stories. By curating targeted content and utilizing Instagram features, total impressions increased by 62%, engagement with stories increased by 275% and profile visits grew by 174%. These initiatives' impacts are assessed through quantitative measures and store observations. Sipping Success concludes by emphasizing sustainability of these enhancements and their potential for continued growth, providing a framework for ongoing marketing success at Mi Boba.
Recommended Citation
Holecko, Joanna, "Sipping Success: A Complete Digital Marketing and Customer Journey Makeover for Local Business Mi Boba Using Principles of Change Management, In-store Experience Enhancements, and Website Redesign." (2024). Honors Theses. 3890.
https://scholarworks.wmich.edu/honors_theses/3890
Access Setting
Honors Thesis-Open Access
Defense Presentation