In Episode 1 of Clicks & Cocktails - The Marketing Podcast, we kick things off with Sophie Yiannouris, Marketing Manager at Costa Coffee Cyprus. We delve into the importance of offline activities for retail brands and how Costa Coffee bridges the gap between their physical stores and online marketing efforts.

Sophie shares valuable insights into how offline activities such as in-store promotions, events, and customer experiences play a crucial role in retail marketing. Despite the rise of digital channels, these offline activities remain a key component of Costa Coffee’s strategy to engage customers and drive sales.

We explore how Costa Coffee effectively connects offline store data with online marketing activities. Sophie discusses the integration of data across platforms and how the brand uses this information to create a seamless customer experience, both in-store and online.

In this episode, Sophie explains which key metrics and reports are essential for tracking and analyzing performance. From foot traffic to sales conversion, Costa Coffee uses a variety of tools to understand what’s working and where there is a need for adjustments.

We also dive into the customer journey for a brand like Costa Coffee, which has multiple touchpoints—physical stores, an e-commerce platform, and third-party aggregators. Sophie discusses how the brand ensures a smooth transition between these touchpoints and creates a consistent experience for customers.

For more insights on how Costa Coffee bridges offline and online marketing, how they track performance, and how they manage a complex customer journey, listen to the full episode on YouTube, Spotify, or digital.tv.cy. Learn more about retail marketing strategies and how Costa Coffee makes it all work!