“What does this website smell like?”
It’s not the kind of question you get asked everyday, but it’s just one example of the thought process that went into our project with COBS Bread.
The national bakery chain, which has stores across Canada and the U.S., was looking to update its website alongside its digital marketing strategy in order to bring their online presence inline with their in-store experience.
Alongside an updated digital presence, COBS Breads also wanted to take advantage of novel digital initiatives in order to better understand what their customers were looking for online, and to identify new ways to engage with them.
Major Tom’s team of cross-functional specialists worked together, to turn what you’ll find in one of COBS Bread’s brick-and-mortar stores into an amazing digital experience.
A recipe for success
Great design and successful online marketing go hand-in-hand, so it was vital that COBS Bread’s new site not only looked fantastic but also helped to deliver on their business objectives.
Major Tom’s web development division built an incredible online presence that translates the essence of COBS into the digital world. Putting the products front and center, the website looks so good you can almost smell the products baking — which is exactly the kind of sensory experience we were looking to create.
Like a great loaf of bread, however, there are a lot of ingredients working together to create this beautiful looking — and smelling — digital presence. In COBS Bread’s case, that includes the use of data, analytics, and UI to create a truly memorable user experience for two distinct audiences.
COBS have two very distinct audience groups that they need to target through their online activity.
Firstly they want to communicate with their customers, keeping them up-to-date with the latest offers and information in order to encourage them to visit one of their locations. Secondly, they want to engage with potential franchisees to help grow the COBS network across the continent.
Through the use of granular data analysis, sophisticated targeting techniques, and user experience, we were able to create a stunning web presence that delivered on COBS Bread’s business goals.
Just some of the successes we’ve seen since the launch of the site include:
- Increased traffic: The online experience has helped to attract +40% year-on-year traffic with +30% spike in new users.
- Foot traffic: Typically COBS Breads has relied on direct mail vouchers to entice customers into their stores. However, using online offers alongside a new geo-located ‘Find a bakery’ feature, we were able to outperform their traditional techniques by more than 40%.
Working with the passionate team at COBS Breads has been an exciting experience for us. We’ve loved turning their phenomenal physical presence into an amazing online experience that doesn’t just look good, but delivers on business objectives.
If you’d like to know more check out our video below, which guides you through our process of creating a great smelling, and functioning web presence.