The digital era continuously reshapes consumer expectations, with more people seeking personalized and immersive experiences during their online shopping journeys. Brands across various industries are adapting by integrating innovative technologies. Great American Cookies is no exception, drawing inspiration from renowned sneaker and automotive brands to enhance their customer interactions. Their latest innovation, the 3D Cookie Cake Builder, exemplifies this trend, offering consumers an engaging and personalized ordering experience. The company aims to leverage this technology to increase customer engagement and drive sales, recognizing the growing demand for customization in the eCommerce sector.
How Does It Work?
The 3D Cookie Cake Builder allows users to create customized orders with visual detail, similar to tools used by brands like Nike for shoes and automotive manufacturers. By using realistic imagery, the company ensures that customers know exactly what they will receive, enhancing the overall user satisfaction. According to Mason Wiederhorn, chief brand officer of FAT Brands, the parent company of Great American Cookies, the technology was developed to meet modern consumer expectations for personalization.
“We were looking at Nike and some of their shoe builders and some of the various car builders out there,” Wiederhorn explained. “It was really important that we use the actual imagery to build out our textures and icing pieces, because we want it to really present what the guest’s going to receive when they get to the store.”
What Are the Benefits?
Great American Cookies reports positive outcomes from their digital initiative. The introduction of the custom cake tool boosted average order values by 8% and eCommerce conversions by 14%. Wiederhorn noted that cookie cakes, which make up a significant portion of their sales, have benefited from this innovation. As consumers increasingly seek seamless online shopping experiences, this tool aligns well with current market demands for intuitive interfaces.
In previous years, Great American Cookies focused on creating engaging in-store experiences. This shift towards digital personalization reflects broader industry trends, where brands integrate technology to bridge physical and virtual shopping spaces. Studies indicate that consumers value easy-to-navigate online stores, motivating businesses to enhance their digital offerings.
FAT Brands is contemplating expanding similar customization tools to their other brands, including potentially developing an ice cream cake builder for Marble Slab Creamery. The company is also considering this approach for their pizza and burger brands, showcasing a commitment to digital enhancements across their portfolio.
The strategy extends beyond web applications, with plans to introduce these customization capabilities to in-store kiosks by 2025. This integration will pave the way for customers to personalize their orders in physical locations, further blurring the lines between digital and traditional retail experiences. Wiederhorn mentioned the potential for incorporating loyalty programs into these systems, enhancing customer retention through technological innovation.
Great American Cookies’ initiative is a reflection of the ongoing trend towards digitization in retail. By adopting interactive and customizable tools, brands can better meet consumer demands for tailored experiences. The 3D Cookie Cake Builder serves as an example of how companies can harness technology to improve customer engagement and drive sales. As similar strategies are adopted across various sectors, the impact of digital tools on consumer behavior will continue to grow, emphasizing the importance of adaptation in the evolving retail landscape.
