bake - September/October 2020 - 7

technical corner

ONLINE ORDERING and SHIPPING
Ackroyd's Scottish Bakery in Redford, Mich., is a third-genera-

time. Our real shift to e-commerce began in 2018 - we saw first-

tion family business that makes traditional and modern UK and

hand the change in consumer purchasing behavior, as the bak-

Scottish meats, sweets and savories, and also imports groceries,

ery's online sales were increasing year-after-year. Then the pan-

candies and gifts from across the pond. Having been around for

demic forced our hand.

71 years, nobody would blame the bakery for simply sticking to
what's made it successful - but that isn't the case.

How has your online ordering system improved?

Earlier this summer, Ackroyd's announced that it would be

We no longer allow pre-orders. We've implemented a system

closing its retail bakery in metro Detroit. In recent years, the bak-

of real-time inventory control, which is better for our custom-

ery has transitioned to online ordering, shipping its products to

ers and allows them to order exactly what is available when it's

all 50 states. That has allowed the bakery to not only survive the

available. And it's better for business. We experience faster order

ongoing coronavirus pandemic, but actually thrive. For the time

fulfillment, less product loss, and a decrease in other customer

period of March 1 to July 31, 2020, revenue is up more than 150%

service-related matters. Real-time inventory control, combined

from the same period last year.

with our strategic model of 1- to 3- day shipping, ensures that

While some of that revenue can be attributed to not running
events and pop-ups in the spring and summer, which generally

when customers place their order, they will receive the items
they ordered, and in just a few days.

ACKROYD'S SCOTTISH BAKERY

incur more cost than profit, the main reason is being able to get
its made-from-scratch products to consumers across the nation.
Ackroyd's has spent over a decade honing its systems for

What advice would you give for a bakery looking to make
this transition?

packing and shipping. Megan Ackroyd, president of Ackroyd's

First, consider the type of product you make - that's the driving

Scottish Bakery, discusses the shifting business model and its

factor behind shipping and delivery success. Can your product

advantages moving forward.

arrive after a day or two of shipping, and still taste and look
the way you want? Second, your website is your storefront, so

Bake: What led to the decision to close the retail store

it must customer-friendly AND work for you on the back end. A

permanently and focus solely on shipping?

successful e-commerce site is not something that can be quickly

We have been looking to restructure our retail business for some

thrown together.

bakemag.com | SEP-OCT 2020 > 07


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bake - September/October 2020

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