Feature: Adagio Teas takes the paper out of promotions

Elmwood Park, N.J. – Traditionally, when something is printed on paper, it is considered more valuable and “real.” But for Adagio Teas, an omnichannel specialty retailer of gourmet tea, digital promotions are the most reliable.



“As an online vendor, we are sensitive to the effectiveness of promotions,” Michael Cramer, founder and CEO of Adagio Teas, said during an exclusive interview with Chain Store Age. Adagio Teas operates three stores in the Chicago area as well as a global e-commerce site.



Adagio experimented with traditional print advertising when it launched in 2000, but found it hard to gauge the effectiveness of the promotions. In contrast, the retailer was able to determine a clear ROI from its digital promotional campaigns.



However, by utilizing the Linkable Networks Omnyverse digital offer affiliate network, Adagio has been able to combine the benefits of affiliate marketing and product discovery, while also better meeting the needs of its consumer base.



“We can be seen beyond the other methods available to us,” said Cramer. “Our average online consumer is 26, so we’re always looking to appeal to Millennials, who have no interest in a physical coupon or promotional codes.”



Using the Omnyverse network, Adagio is able to link offers directly to the customer’s credit card for automatic redemption.



“The discount is applied at the bank level,” said Cramer. “The customer doesn’t need a promotional code. They just say they’re interested in an offer. More people are embracing the ease and simplicity of card-based offers.”



And through its network of Web and mobile publishers including Groupon, Shop.com and Savings.com, Omnyverse is able to bring Adagio’s promotions to 50 million consumers. In the past few months it has been leveraging Omnyverse, Adagio has seen some sales increases and expects more as customers discover and get used to the network.



“We hear consumers say they value simplicity of the shopping experience,” said Cramer. “We are taking friction out of the transaction process and removing impediments to offer redemption.”