Re-platform and re-launch of bespoke personalised cake eCommerce site on Magento
The Brief


Bakerdays are one of the UK’s best known online personalisation gifting businesses, where a user can fully personalise Cakes and gifts. Selling their famous ‘letterbox’ cakes, to 3 tiered cakes, to cupcakes and brownies – all of which are able to be fully personalised with photo’s and gift messaging.

Our brief was to re-build the website using an open source technology so that the company wouldn’t be reliant on a single technology supplier. The brief also included a wide array of user journey improvements they wanted to make to help make the personalisation and purchasing journey easier for the customer.

They also wanted to improve their own ability to self manage the website and create new products themselves without the need for constant developer support.

The solution


While the front end solution for bakerdays was always going to be completely custom, due the bespoke nature of how a user can personalise the product and there not being any ‘off the shelf’ solutions available (that wouldn’t require licence fees and reliance on 3rd parties). We also want to make sure the site was sat on a robust eCommerce platform capable of housing all of the product data and tool requirements.

We settled on a solution of using Magento 2 for the back end eCommerce platform and then a hybrid front end of Magento’s standard front end for general content, categories, products and checkout – but Vuejs for the personalisation tool module which works independently but uses the data from Magento’s back end.

Some of the key features included in the site were:
Bespoke Personalisation Tool

Built as a separate module onto of Magento to allow customers to fully edit text, fonts, colours and upload and edit their own photography.

Automatic add-ons

In order to intuitively upset customers before the checkout, we built a custom add-on feature that shows a selection of specially curated products for a customer to add to their order before entering the checkout.

Templated Landing Pages

To create designed pages that showcase product categories, featured products and content for a fuller user experience.

Custom bespoke checkout

As users often wish to order more than one cake for different recipients, and choose a specific delivery day based on recipient we customised the Magento multi-shipping checkout which allows a single customer to fully edit their order for who each product is being sent to and on which day.

The Results

Bakerdays were able to launch the new website ahead of their peak trading periods of valentines day, mothers day and easter and have been able to maintain trading throughout what was a significant platform migration.

Customer feedback has been excellent and we are already together on a new development roadmap for the year to further elevate the shopping experience and launch new product lines.

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