With 10 plus years of creating confectionery treats, Baked by Melissa has made their mark on the specialty food market. They offer handcrafted, bite-size cupcakes in a variety of flavors, shipped anywhere in the country, with same-day delivery in Manhattan and free in-store pick-up at their 14 locations. Customers send their cupcakes for time-sensitive occasions, such as celebrating birthdays, thank yous, baby showers, graduations. Baked by Melissa also enjoys significant holiday peaks during November/December and February, and has a thriving corporate gifting business.
Shannon Fay, Director of E-Commerce at Baked by Melissa, knows that the product itself provides a great customer experience. “We’re really selling happiness,” she said. “Our whole goal here is to make the customer happy, and selling bite-size cupcakes is a great starting point in their customer journey,” she said.
Operating both online and through brick-and-mortar locations, they are actively growing their ecommerce division. Through this process, they realized the need for an order tracking solution that provides their customers with an interactive and branded way to track their orders, while increasing customer engagement and sales conversions.
According to Fay, “One of the main motivations for moving to something like Narvar was actually giving the customer the ability to see when their order was expected to arrive on a Baked by Melissa, happy, colorful, delicious page so they can get excited about their delivery.”
“One of the main motivations for moving to something like Narvar was actually giving the customer the ability to see when their order was expected to arrive on a Baked by Melissa, happy, colorful, delicious page so they can get excited about their delivery.”
Shannon Fay, Director of E-Commerce
Tracking Leads to More Traffic — and Sales
Baked by Melissa is currently seeing a 12% click-through rate from the tracking page, driving that traffic back to their website. They leverage this new channel to promote revenue-driving initiatives, whether providing information on sales, signing up for a newsletter, or clicking back to the website to explore additional products. Consumers continued to engage with the brand post-purchase, giving Baked by Melissa the opportunity to continue the relationship with the customer and increase retention.
Previously, when they sent customers to the carrier tracking page, there was zero return traffic from that channel. By keeping consumers in a Baked by Melissa branded experience after the purchase with the Narvar platform, they enjoyed a 70% increase in sessions from the Track page during the 2018 Holiday season. “After implementing Narvar, we see customers come back to the site from their order tracking page.” she said.
The repeat traffic coming from the tracking page also means additional sales: Narvar click-throughs converted at an average of 13% during Holiday 2018 and Valentine’s Day compared to their usual 10% conversion rate for returning users. Providing an excellent post-purchase experience is an important element to generate more revenue during one of their busiest seasons. “Most recently during our Mother’s Day sales period, we saw the conversion rate from our tracking page increase to over 15%,” she said. “This was an exciting additional impact and closely aligned with our goal of creating easy, joyful experiences for our customers. It’s clear that this branded page helps to encourage our customers to come back to us again!”
Extending Open Lines of Communication
For Baked by Melissa, active communication has been essential to their success. Since they’re offering perishable goods, it’s especially critical that their customers know the status of their order to quell concerns about the quality and condition of the cupcakes. As a result, 16% of customers opt-in for in SMS notifications, demonstrating higher anticipation to receive their package, their willingness to engage with the brand and fulfilling their need for proactive communication.
The Narvar tracking page also provides direct consumer feedback to Baked by Melissa so they know what is and isn’t going well. By taking a look at the star ratings and comments submitted from the tracking page, the team is able to identify and respond to customer queries, increase satisfaction and promote marketing initiatives.
“We’ve been able to collect both positive reviews that we’ve used in our marketing or on our website and have also been able to get feedback from customers about disappointments with their shipping experience,“ Fay said. “We can now reach out to the customers that need us to better serve them. Narvar gave them a more organized and timely avenue to give us that detailed input.”