What started out as an effort to introduce authentic American cupcakes to Mumbai in 2014, has now become the face of innovative indulgence. The Boston Cupcakery was co-founded by the American celebrity baker, Erik Larsen from Cupcake Wars, as a haven for cupcake-lovers.
Currently, they are operating a few more outlets and boast a menu featuring a rainbow of birthday cakes, brownies, croissants, macaroons, ganache pastry, milkshakes, tea, coffee and so much more. And of course, the parade of cupcakes– apple cinnamon, red velvet, absolute orange, dulce de leche, chocolate…
“It must be a busy little Cupcakery! Chocolate lovers must be practically living there.” That’s what you thought, isn’t it?
Well, as it turns out, even the best cupcakes in town can’t keep them coming back for more! While it’s online popularity did pull new customers, TBC wished to retain more of them.
“We used to run a loyalty program but it was not that effective.”
So now they needed a more advanced solution for targeting their customers. That’s when they found eWards and felt the spark right away.
“When we saw the demo by eWards, we immediately switched to it. The decision was a great one as we could see a big spike in customers coming back regularly within the initial few months of starting with eWards.”
How did it happen?
Besides running frequent promos and automated campaigns from the POS admin dashboard, TBC employed advanced SKU level targeting. Of course, sending out messages featuring the product that they already fell in love with once is an effective way of tempting the customers.
Understanding the demand and supply of popular products not only helped them check the pulse on what their customers wanted, but also target those customers who bought that particular product most times. And as complex as it sounds, adapting to the interface came easily to the TBC staff.
“The interface is very user friendly, staff are able to use it with ease, and the best part is that it was easily integrated in my current POS software (POSist). You can run campaigns, promos, etc. directly from your admin dashboard.”
The sweet results
The loyalty program, promos and coupons, campaigns directed at latest visits, and finally instant campaigns based on SKU targeting: all of them together yielded 16.7 times ROI.
Let’s just say the Strawberry Season and the Plum Cake Craze kept everyone at TBC on their toes.
“I’m highly impressed by the support team of eWards. They make an effort to call and discuss ideas on a regular basis to make sure your business does better. Overall a very happy client of eWards.”
Isn’t that sweet!
