March 31, 2010, 12:00 AM

How Facebook can provide retailers with new customers

David Pohl, head roaster for Equator Estates Coffees & Teas, will speak at the Internet Retailer Conference about how the small e-retailer has used Facebook to expand its customer base and drive incremental revenue.

Lead Photo

David Pohl, head roaster, Equator Estates Coffees & Teas


Having a Facebook presence has not only helped small, San Rafael, CA-based e-retailer Equator Estates Coffees & Teas gain new customers, it has also provided a small revenue stream, says David Pohl, head roaster and online merchant.

Pohl will share how Equator Estate Coffees and Teas developed its Facebook fan page to appeal to coffee aficionados, as well as how it then leveraged that presence to sell directly to the company’s Facebook fans, in a session entitled Brave new world of selling-on Facebook.

“By putting a coffee and tea store right in Facebook, we are reaching new customers that had never ordered directly from us before,” he says. “80% of the people that have ordered on Facebook are new to our house file.”

Pohl will discuss how Equator Estate Coffees & Teas used Facebook to share photos and stories of the company’s travels and tastings to build a loyal and growing fan base, which the company then rewards with special and exclusive offers from its Facebook store. In doing so, the company expands its customer base and drives incremental revenue, he says.

Why the editors asked David Pohl to speak:
David Pohl is actively involved in blogging and Facebook selling initiatives for Equator Estates Coffees & Teas. He also directs operations and quality control at Equator, and manages the design and content for its web site. Recently he launched Equator`s Facebook ifanstore, offering boutique coffees and teas.

Full details about the conference and registration information are available at


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