Case Study

Darling's Cupcakes - Shopify's Role in E-Commerce Growth

In a twist of fate during a sidewalk sale at La Hulpe, Ghila's cupcakes serendipitously landed in the hands of a distributor, marking the humble beginnings of Darling's Cupcakes. What started as a passion project in Ghila's kitchen evolved into a global exploration of cupcakes, with stops in Berlin and Tel Aviv to validate the venture's authenticity and introduce unique flavors.

In 2015, Ghila took a bold step, leaving her career to establish the first workshop-boutique in Uccle—Darling’s Cupcakes. The focus was on quality, featuring lactose-free dough, no cooked animal fats, and unrefined cane sugar without additives. The success prompted further growth, with a second boutique in Brussels' Marolles district in 2018. The team expanded, offering not only cupcakes but also a diverse range of cakes for various occasions.

Darling's Cupcakes continues its journey, venturing into e-commerce in 2021. Our involvement began when we took over the website creation, addressing Ghila's dissatisfaction with the previous agency's design and timeline. Ghila turned to our expertise to revamp the site, providing a fresh, attractive platform for her cupcakes and cakes.

The seemingly straightforward project presented itself with complexities beyond the surface. The objective at hand was to craft an e-commerce platform tailored for the sale of cakes, cupcakes, and personalized confections available for both collection and local delivery.

The primary challenge confronted by the wtb.agency team was twofold. Firstly, it involved the creation of an aesthetically pleasing design that not only captivated visitors but also facilitated a seamless and intuitive customer journey. Striking the right balance between visual appeal and user-friendliness became a paramount consideration.

Secondly, the intricacies extended to organizing information for an extensive array of products, each open to personalization in terms of taste, color, icing, or ganache. This demanded meticulous structuring of all customizable details on the website to ensure that customers could effortlessly navigate through the myriad options and make informed choices.

Launched in September 2021, the Darling's Cupcakes website quickly flourished, experiencing significant growth within its first year. This growth was notably marked by a substantial increase in online sales, particularly with personalized products making up a significant portion of these sales.

Despite the closure of one retail location in the subsequent year, Darling's Cupcakes continued to show robust financial health. The balance between online and in-store sales remained stable, with notable improvements in the conversion rate, reflecting enhanced efficiency and customer engagement.

The transformation brought about by these changes extended beyond financial metrics; it profoundly improved the operational dynamics of the team. Centralized information systems were integrated, optimizing the workflow for both the kitchen and shop staff, leading to greater overall efficiency.

Utilizing Shopify's analytical tools, Ghila gained valuable insights for making strategic business decisions. These tools helped in identifying best-selling products, optimizing pricing strategies, managing production volumes, and addressing various crucial business aspects, thereby ensuring adaptability and growth in a competitive market.

Through a partnership with wtb.agency, Darling's Cupcakes underwent a remarkable transformation, evolving from a local bakery to an innovative e-commerce and brick-and-mortar business. The adoption of Shopify played a key role in this evolution, not just boosting the business's financial growth but also enabling a smooth integration of online and physical store operations.

The closure of a physical store location in the following year did not deter the company's growth trajectory, as Darling's Cupcakes maintained its strong market presence and continued to see improvements in operational efficiency and conversion rates. This not only underscored the company's financial resilience but also significantly enhanced the team's workflow and cohesiveness.

This case highlights the transformative impact of technology, design, and collaboration on business evolution. Darling's Cupcakes emerges not just as a financial success story but as a model for businesses seeking to enrich customer experiences and navigate the complexities of both digital and traditional retail landscapes.

Our challenge was to find a service provider who comprehends the intricacies of our product offerings and can deliver an ideal design for an optimized customer journey. After two unsuccessful attempts with another agency, we discovered the perfect fit with wtb.agency, particularly with Manon and Morgane. They took the time to listen, understand our products, challenges, and the presented goals.

Understanding the Customer Journey was paramount for us. With a range of products featuring extensive customization options—different sizes, numerous flavors, various icing and decoration choices, along with personalization options like age and first name—we are delighted with the final result. The site is user-friendly, simplifying the customer experience in product use and presentation.

The immediate boost in sales and the significant internal time savings were remarkable. Time that was previously spent on phone calls, manually noting down orders, and explaining options to customers is now better utilized.

Shopify plays a vital role in our site’s success: we can effortlessly add products, track orders, access valuable statistics, and manage a seamless delivery and pick-up system. This is seamlessly linked to the POS of our physical stores for optimal overall management. For instance, we discovered variations in bestsellers across different points of sale, allowing us to adapt our offerings and production accordingly.

Moreover, what sets wtb.agency apart is not just the robust platform but the accessibility and understanding of our dedicated interlocutor. It’s not just about fixing bugs; it’s about having someone who comprehends our products, understands how to sell them effectively, and can orchestrate an online experience that truly resonates with our brand and customers. This accessibility and responsiveness make our collaboration not just productive but also enjoyable.

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