Fitzbillies first opened its beautiful art nouveau shop in Cambridge in 1920. Since then it has become a Cambridge landmark delighting visitors, families and students with classic cakes and the famously sticky Chelsea buns.
With two shops in Cambridge (now three), Fitzbillies wanted to grow their online sales channel, tap in to the potential of a broader UK customer base and identify other new opportunities for areas of growth.
Through improved order fulfilment processing, a broader product range, improved photography, enhanced website UX and integrated digital marketing activity we helped Fitzbillies achieve a 47% uplift in ecommerce sales year on year and their busiest Christmas period to date, 114% up on the previous year.
Starting with a strategy day we worked with Fitzbillies to identify key projects across product, operations and marketing that could be utilised to achieve the sales growth target.
We planned and managed a new website design and build resulting in a fresher look and feel, improved UX, an increased opportunity for up-sell and improved SEO.
We reviewed the existing product range, suggesting refinements and new items to ensure varying price points, gifting occasions and overall product appeal was enhanced. This resulted in a more focused yet broader range of products. We also identified a new photography style, executing and directing shoots to better reflect the quality of the product, this has supported a positive impact on conversion with celebration cake sales increasing by 48% in Q4 alone.
We identified new opportunities within the corporate channel, creating a proposition to reflect this. We then created web content, a digital brochure and an email nurture series providing the opportunity to grow revenue within this space.
In line with the strategy day, we planned marketing activity to utilise key events and moments across a multitude of channels with the aim to ensure the best reach, conversion and ultimately sales growth.
We managed multiple marketing channels, the creation of content as well as weekly and monthly monitoring of results and recommendations. Channels included: email, social media (including influencer outreach), PPC, affiliate and PR.
We reviewed and improved order processing, increasing efficiencies through projects such as the management and implementation of an integrated shipping platform, reviewing and sourcing packaging and introducing integrated gift messaging. Overall these processes have helped reduce the time spent on manual tasks and data entry.
“Unlike many agencies they are not focused solely on the cosmetic aspects of marketing but have helped us with the nitty-gritty of fulfilment including integrated address labels and gift notes. They are generous with their time and clearly have the overall best interests of our business at heart.”
Alison Wright, Owner of Fitzbillies
