Kusmi Tea

For 150 years, cultivating both tradition and modernity, Kusmi Tea® has created original and emblematic recipes. Its blends, the fruit of authentic know-how, are produced and packaged in its workshops in France from quality raw materials. A meeting point of flavors, cultures and colors, Kusmi Tea® has always embodied the beauty of blends and the pleasure of sharing.

The brand offers its tea recipes in its 87 points-of-sale around the world, in supermarkets and hypermarkets, in hotels and restaurants, and on its e-commerce website. Online orders from its customers represent a significant part of its activity, with deliveries all over the world, especially in Europe and on the American continent.

“The international collection of postal addresses implies mastering standardized formats from one country to another. This is a prerequisite for using them throughout the supply chain, where our systems communicate with those of our carriers,” explained Nicolas Ferré, Product Manager at Kusmi Tea. In the German and Austrian markets, Kusmi Tea had a problem interrogating the logistics systems at the address-label-printing stage. The problem was caused by address formats that did not comply with address field standardization rules.

“The only solution was manual processing, which is essential to ensure the proper delivery of our packages. This processing took a lot of time and was billed by our service providers,” Ferré said. “We had to find a solution to standardize the international addresses entered in the expected formats and have them work with the systems in the supply chain.”

As part of its check-out redesign project, Kusmi Tea decided to equip itself with a new Data Quality solution to make international postal address data entry more reliable.

Kusmi Tea approached DQE on the advice of its integrator who had led previous successful deployments with DQE. “DQE’s reputation, the assurance of simple integration, and the ability to access its solutions directly from the interface of our Salesforce Commerce Cloud solution convinced us to choose DQE,” said Ferré.

Kusmi Tea has now deployed DQE’s data entry and autocompletion solutions to control the data entry of postal addresses in real time on its e-commerce site, as well as email and telephone numbers. 

Standard international postal addresses

Thanks to DQE’s solution, which checks and corrects addresses in the format of the postal repositories of 240 countries, Kusmi Tea now enters perfectly standardized postal addresses, regardless of the country. Nicolas Ferré explained, “The DQE solution is a perfect fit for our international e-commerce business. It ensures compatibility with the postal references used by our logistics providers and carriers in the various countries where we deliver. This way, our systems all speak the same language.” 

Labeling problems in Germany and Austria have been eliminated. Kusmi Tea benefits from reliable deliveries all over the world, with no post-order costs or reprocessing delays.

Simplified data entry for customers

Kusmi Tea customers can create their account and order online on the brand’s e-commerce website and on tablets at the point-of-sale. For their benefit, Kusmi Tea has enabled DQE’s autocomplete feature. “DQE helps our customers enter their delivery and contact information quickly and easily. This seamless experience drives conversion rates, and the controlled entries ensure smooth delivery and addressing operations,” said Ferré. 

DQE also allows Kusmi Tea to collect reliable emails and phone numbers. The CRM and Marketing departments thus have deliverable contact information, an imperative for the success of their communication campaigns.

Easy integration of data quality

Now, Kusmi Tea has been able to integrate Data Quality into its check-out project without difficulty thanks to DQE. Nicolas Ferré explained, “We appreciated the availability of the DQE teams. We benefited from support to get started with the DQE solution and to familiarize ourselves with its dashboards, in order to be autonomous in their use.”.

He added, “the DQE solution is reliable, it runs without the need to worry about it. It’s real peace of mind. DQE is a data quality vendor that I recommend.”