Practicology undertook a full review of Konditor & Cook’s business to get a clear view of how it worked and what the barriers for expansion were. This review ranged across people, processes, product range and marketing.
We started by holding workshops with the Konditor & Cook ecommerce team to gain a sense of how they worked and where online sat within the wider business.
Our next step was to understand the product range and fulfilment process. The existing process was to bake fresh and send online orders from local London stores. We visited the stores to see how online orders were processed and considered if the business would benefit from moving to a centralised bakehouse. We identified how much of the current product range was suitable for shipping and how it would need to be stored.
Practicology then undertook a full review of Konditor & Cook’s current digital marketing activity, looking closely at current profit and loss, customer acquisition costs and opportunities, marketing spend and budget calibration.
Our marketing analysis included the value of the wider luxury baked goods market. We assessed Google search trends, keyword tools and AdWords to determine how competitive the market was, and the estimated costs and effectiveness of digital marketing activities.
From here we were able to estimate online marketing costs and set a budget that outlined how much should be spent on different marketing activities, including customer retention, email marketing and CRM.
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