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.

Access Setting

Honors Thesis-Open Access

Mi Boba Thesis copy.pdf (17070 kB)
Defense Presentation

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