Building a £20 Million Tea Brand: Customer Experience and Growth with Bird & Blend’s Mike Turner (episode 546)
Mike Turner is the founder and MD of Bird & Blend Tea Co., developing, producing, and selling the UK’s largest range of unique and exciting tea blends. Founded in 2012, Bird & Blend is on track to drive sales of £20million in the next year. They are selling internationally via their Shopify store and via their 25 high street stores in the UK.
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Dive in:
[05:59] Bird & Blend’s Journey to Success
[08:19] Adapting Through Business Growth Stages
[12:45] Management Self-Reflection Journey
[13:42] “Connecting Business Dots from Experience”
[18:10] Aligning Retail and eCommerce Experiences
[19:49] Email List Building Strategy
[22:02] Listen to Mike’s Top Tips!
Embrace Omnichannel from the Start
Bird & Blend prioritized both physical and online sales from their market stall days. This early adoption allowed them to build relationships across different touchpoints. Treating customers as one, regardless of where they interact, fosters loyalty. This unified approach strengthens brand presence and caters to diverse shopping preferences. Consider how you can integrate your online and offline efforts for a seamless customer journey.
Focus on the Entire Customer Experience
Bird & Blend doesn’t just sell tea—they sell an experience. Every detail, from handwritten notes in online orders to immersive in-store interactions, is carefully crafted. Mike explains how owning the entire customer journey lets them create magic at every touchpoint. For eCommerce brands, this is a reminder: it’s not just about what you sell, it’s about how you make people feel. If the product is great but the experience is forgettable, you’re leaving value on the table.
Adapt and Learn Continuously
Mike emphasizes the need for constant learning as the business grows. What worked in the early days won’t necessarily work later. Being open to new ideas and questioning your own assumptions is vital. As an eCommerce owner, your role will evolve. Embrace the need to learn new skills and adapt your strategies to the changing landscape.
Build a Strong and Empowered Team
As the business scales, delegation becomes essential. Mike highlights the importance of hiring smart people and getting out of their way. Creating a culture where team members feel comfortable challenging you fosters growth. Trusting your team to be the experts in their areas allows you to focus on the bigger picture. Invest in building a skilled team and empower them to take ownership.
Own Your Customer Journey, Literally
Bird & Blend made a conscious decision to keep all fulfillment in-house, even as they scaled. This wasn’t just about logistics; it was about maintaining control over the entire customer experience, right down to the packaging and a handwritten note. This dedication to the final touchpoint reinforces their brand values and creates a more personal connection. Consider the hidden opportunities within your fulfillment process to strengthen your brand and delight your customers in unexpected ways.
eCommerce Book Top Tip
- Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek
- The Advantage: Why Organizational Health Trumps Everything Else In Business by Patrick M. Lencioni
eCommerce Traffic Top Tip
- Retail stores for face-to-face interaction with customers
Tool Top Tip
- Boomerang for email
Carbon Top Tip
- Avoid air freight for inbound logistics by improving supply chain planning. Optimising shipping, like using zero-emission couriers domestically, is also highly effective, even more so than initiatives like solar panels.
Interview links
Related Episodes
- Learn multiple ways to REALLY connect with your customers with Leane Tilley from Kineta (episode 351)
- Personalizing eCommerce Fulfilment with Will Martin, Littledart Fulfilment (episode 493)
- The Person in Personalisation: How to Humanize the eCommerce Customer Experience with author David Mannheim (episode 525)
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