“The direct and effective advice from objectsource in steering us towards success has been a game-changer and we regard them as part of our team.
“Rebecca’s guidance in optimising our website’s performance and marketing strategies has been invaluable, and I can see how invested she is in helping us achieve our long-term growth ambitions.”
Patrick Thornberry, CEO, BakeryBits
BakeryBits, an e-commerce retailer specialising in premium baking equipment, ingredients, and supplies catering to both B2C and B2B clientele, found itself grappling with operational and financial challenges. Its existing website, built on Magento Open Source, was slow, unattractive, and lacked the autonomy needed to effectively manage products, promotions, and customer engagement. Patrick Thornberry, BakeryBits’ founder, recognised the need for expert guidance and turned to objectsource for support.
The challenge
The primary challenge faced by BakeryBits was the lack of flexibility and efficiency in managing their website. The reliance on developers for even minor updates was hindering the business’ ability to adapt to market trends and customer needs promptly. Additionally, the lack of a strategic approach to customer segmentation and marketing campaigns was limiting BakeryBits’ ability to reach its target audience effectively.
The solution
Our CEO Rebecca Jones took on a fractional e-commerce director role for BakeryBits, guiding and assisting Patrick in improving the website’s performance and sales. The emphasis was on empowering Patrick with the autonomy to manage and update the website himself, fostering flexibility and efficiency.
“I don’t think we realised quite what trouble we were in with our existing website, and we were looking for someone to help us. We tried contacting ecommerce people, and most of them wouldn’t even touch an existing website.
“But you didn’t do that. I don’t know whether that was bravery or naivety on your part, but you took it on, and it was a blue light case, but you kept it alive while developing a specification and then the development of a replacement system.”
Patrick Thornberry, CEO, BakeryBits
Key strategies
- Empowering website management: objectsource equipped Patrick with the necessary tools and resources to independently manage the website. This included training, documentation, and access to user-friendly website management tools.
- Enhancing SEO performance: Rebecca brought in an SEO expert to optimise search engine performance, ensuring that BakeryBits’ website appeared prominently in organic search results, driving more qualified traffic to the site.
- Transforming marketing strategies: objectsource helped BakeryBits evolve from tactical marketing efforts to a more strategic approach. This included customer segmentation, targeted email campaigns, and effective social media engagement.
- Data-driven decision-making: A data-driven approach was adopted, enabling BakeryBits to track and analyse website statistics, customer behaviour, and marketing campaign performance, leading to more informed decision-making.
- Adopting Klaviyo for email marketing: Klaviyo, a powerful email marketing platform, was implemented to enable BakeryBits to run more customised and effective email campaigns.
- Prioritising calls to action: Calls to action were prioritised throughout the website, making it easier for customers to navigate and find the products they were looking for.
The results
- 20% YoY revenue growth (2023 vs 2022)
- 46% revenue uplift (November 2023 vs November 2022)
- 60% open rate on newsletters
- BakeryBits experienced a significant increase in revenue, demonstrating the effectiveness of the implemented strategies.
- Enhanced customer engagement: Customer engagement improved as BakeryBits gained a deeper understanding of their target audience and tailored their marketing efforts accordingly.
- Streamlined purchasing process: The purchasing process was simplified, making it easier for customers to complete their purchases and reducing cart abandonment rates.
- Autonomous website management: Patrick gained the autonomy to manage the website effectively, reducing reliance on developers and increasing efficiency.
“We’ve learned that we can look after a lot of the website ourselves. We assumed a lot of it, because of the previous support, had to be done by a developer, and that’s actually not the case. With a little bit of training, you can do most of it yourself.”
Patrick Thornberry, CEO, BakeryBits
BakeryBits’ transformation from operational challenges to sustained growth is a testament to the power of strategic guidance and a holistic approach to e-commerce success.
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