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Coffee Bean & Tea Leaf

Case Study

Coffee Bean and Tea Leaf


Founded in 1963, Coffee Bean & Tea Leaf has historically been a brick and mortar operation. Coffee Bean & Tea Leaf had locations all over the world to best accommodate customers’ caffeine cravings, however, as customers moved online to buy their favorite products, the brand realized it needed a better way to reach an ever-growing digital customer base.

Coffee Bean Tea Leaf had been selling online on eBay and Walmart, but needed to bolster their own online store so customers could conveniently get their products in one location. Working with EYEMAGINE, they were able to implement an omnichannel approach to selling tea and coffee - customers could visit a nearby store or shop the online store. No matter where they preferred to shop, customers could easily get their Coffee Bean Tea Leaf fix.

After migrating to Shopify Plus online sales have exceeded expectations, costs significantly lowered, and ROI is clearly in our sights. And a bonus: we got a healthy bump in conversion rates and other KPIs.

Jim Wendt, Senior eCommerce Manager, Coffee Bean & Tea Leaf

Shopify Plus


Before Coffee Bean & Tea Leaf could focus on optimization and revenue growth using their new omnichannel approach, they needed to migrate eCommerce platforms.

While previously on Magento, maintenance and upkeep on their storefront was commercially unreasonable. Moving to Shopify Plus allowed the company to invest in new marketing strategies while saving $1M over 3 years.

The major challenge was not only adding a subscriptions component to their online store, but ensuring the gift card functionality was robust and flexible. Coffee and tea are popular gift products and gift card capabilities were a requirement for online and in-store purchases.

ReCharge was the best option to fit the needs after evaluating competing platforms and subscription solutions. ReCharge was determined to be the platform that would empower Coffee Bean & Tea Leaf to scale active subscriptions.



EYEMAGINE quickly launched the Coffee Bean & Tea Leaf online store on Shopify Plus with an upgraded UI/UX to enable subscription orders quickly and efficiently.

ReCharge seamlessly integrated into the Shopify Plus checkout with simple installation and customization. In tandem with these two platforms, EYEMAGINE launched a subscriptions landing page that outlined the benefits of subscribing including a 10% discount on every order, Free Shipping over $29, and the ability to customize the delivery schedule.

To integrate the Gift card systems, EYEMAGINE built a custom integration that would allow the redemption of gift cards online and in-store. This allowed customers to purchase and use gift cards online or share the gift cards with friends or family.

Since launch, online sales tripled, immediately validating and returning the investment of the migration effort. One of the best indicators of successful subscription programs is looking at the growth of average order value.

By empowering customers to control their subscriptions with skips, swaps, and delivery date changes, Coffee Bean & Tea Leaf increased their AOV by $5. Additionally, the UI/UX improvements have paid dividends resulting in the doubling of the conversion rate.