bake - July/August 2020 - 14

New possibilities
Here's another key advantage to the system.
"When you achieve this level of innovation, it is great
for customers," Howland says. "Placing orders becomes
routine, and the whole concept of discovery is amazing.
That level of discovery is what excites our customers.
Now they ask, what else can I make?"
Looking at past endeavors outside of bakery,
Howland says key misses in the digital space with
regard to ecommerce have been the creation of "single
siloed" channels.
"For Dawn, we have built the opposite," he explains.
is out there, and the salesperson has the ability to see
Ordering fresh

Based on historical evidence, order variability tends

my cart anytime, any day. This allows for a conversation

bakery products

not to be high in the artisanal bakery channel. As a result,

between both parties, knowing what is in the cart and

online adds high

Dawn has allowed ease of functionality for users to find

what are the possibilities.

efficiencies.

their most similar orders in the system. There are 13

"Customers are engaging with the salesperson the way

months of their order history available to see instantly.

they want to, and our customers are very creative. And

In addition, customers can view every product available

this creativity is going to blossom in the post-COVID

from Dawn with photos and product details. The checkout

world. We are going to witness innovation we've never

process requires only two clicks, and you are done.

seen before, which is so exciting."

"E-commerce is 24-7. The convenience factor
is the primary benefit with a capital C."
Bob Howland, chief digital officer, Dawn Foods

14 < JUL-AUG 2020 | bakemag.com

JOHN UNREIN/DAWN FOODS

"It is the same for the customer as it is for us. My cart


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bake - July/August 2020

Table of Contents for the Digital Edition of bake - July/August 2020

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