bake - May 2019 - 30

embracing
the power of digital engagement
Bakeries are learning valuable lessons
as they navigate our mobile society.
BY JOHN UNREIN
You don't have to be a major player to make a differ-

In part, merchants have succeeded because

Starbucks, among

ence in the digital marketplace. Engaging with your

they've embraced the click-and-carry model where

other leaders,

customers through your company's website, mobile

consumers buy an item online and pick it up at a

believes success

devices and social media platforms is becoming

physical store, Nielsen reports. The research firm

in the digital age

increasingly seamless and cost-effective, and the

estimates that the share of click-and-carry sales

revolves around

digital world can level the playing field a bit when it

grew from 4% to 11% of all consumer packaged

reinforcing a

comes to highly sought-out local bakery brands.

goods (CPG) e-commerce sales in just two years.
Consumers appear to enjoy this model because it

trusted brand.

Still, there are valuable lessons to be learned from the

gives them confidence to expand online shopping

heavyweights of retailing.

beyond health and beauty. In fact, the grocery/
gourmet food category has a compound annual

According to newly released Nielsen data, key retail

growth rate of nearly 50% over the past three years,

players like Walmart, Kroger and Target have grown

according to Nielsen data.

their online customer base by at least 90% more than
Amazon over the past two years. Amazon has much

What can independent bakeries and bakery cafe

greater domestic buyer reach (10 times more than

chains expect next?

any other), according to Nielsen, so there's not as
much room to grow its buyer base. But that's not the

The future is all about digital engagement. Explore

only reason for the rapid success of competitors.

and reinforce unique experiences to enhance customer

30 < MAY 2019 | bakemag.com


http://www.bakemag.com

bake - May 2019

Table of Contents for the Digital Edition of bake - May 2019

Bake - May 2019
Editor's Note - THE CONSUMER ISSUE: celebrating the creative spirit
Contents
Management - Cross-channel Strategies
Technical Corner - Blueberries as Sweeteners
Practical Marketing - Virtual Reality Tours
Equipment - How Not to Slice a Bagel
The Magic of Milk Bar
Specialty Grains & Flours
Embracing the power of digital equipment
Chocolate - Return of the Eclair
Sweet Goods - VARSITY DONUTS
Cakes - Bourbon & Baker
Breads - Bread Couture
Pastries - Career Pathways
Foodservice - Breakfast Sweets
Product Showcase
Classifieds
Ad Index
Formula of the Month
bake - May 2019 - Bake - May 2019
bake - May 2019 - Bake - May 2019
bake - May 2019 - 2
bake - May 2019 - Editor's Note - THE CONSUMER ISSUE: celebrating the creative spirit
bake - May 2019 - 4
bake - May 2019 - 5
bake - May 2019 - Contents
bake - May 2019 - 7
bake - May 2019 - Management - Cross-channel Strategies
bake - May 2019 - Technical Corner - Blueberries as Sweeteners
bake - May 2019 - Practical Marketing - Virtual Reality Tours
bake - May 2019 - 11
bake - May 2019 - Equipment - How Not to Slice a Bagel
bake - May 2019 - The Magic of Milk Bar
bake - May 2019 - 14
bake - May 2019 - 15
bake - May 2019 - 16
bake - May 2019 - 17
bake - May 2019 - 18
bake - May 2019 - 19
bake - May 2019 - 20
bake - May 2019 - 21
bake - May 2019 - 22
bake - May 2019 - 23
bake - May 2019 - Specialty Grains & Flours
bake - May 2019 - 25
bake - May 2019 - 26
bake - May 2019 - 27
bake - May 2019 - 28
bake - May 2019 - 29
bake - May 2019 - Embracing the power of digital equipment
bake - May 2019 - 31
bake - May 2019 - 32
bake - May 2019 - 33
bake - May 2019 - 34
bake - May 2019 - 35
bake - May 2019 - 36
bake - May 2019 - 37
bake - May 2019 - Chocolate - Return of the Eclair
bake - May 2019 - 39
bake - May 2019 - Sweet Goods - VARSITY DONUTS
bake - May 2019 - 41
bake - May 2019 - Cakes - Bourbon & Baker
bake - May 2019 - 43
bake - May 2019 - 44
bake - May 2019 - 45
bake - May 2019 - Breads - Bread Couture
bake - May 2019 - 47
bake - May 2019 - 48
bake - May 2019 - 49
bake - May 2019 - Pastries - Career Pathways
bake - May 2019 - 51
bake - May 2019 - Foodservice - Breakfast Sweets
bake - May 2019 - 53
bake - May 2019 - Product Showcase
bake - May 2019 - 55
bake - May 2019 - Classifieds
bake - May 2019 - Ad Index
bake - May 2019 - Formula of the Month
bake - May 2019 - 59
bake - May 2019 - 60
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