A Yorkshire baker's new store, and three times the Christmas revenue.

Delivered by Agency51, the PureNet Group’s BigCommerce and digital marketing agency.

The challenge

Lottie Shaw’s is one of Yorkshire’s best-loved bakers. Its business was led by wholesale, and it wanted to grow sales direct to consumers. The old website looked tired at the front and could no longer keep up with a growing business behind the scenes.

It needed a single BigCommerce store that served both retail and wholesale customers, with a design that did justice to its strong brand and packaging.

The project

Design came first: the site follows the brand that runs through Lottie Shaw’s packaging and photography. Behind it, Agency51 built the tools for both sides of the business:

• Automatic customer groups, assigned from each customer’s registration details
• Wholesale in the same store: dedicated product ranges, banded discounts and payment on account, with simpler invoicing for everyone
• Corporate discounts: special prices and benefits for employees of chosen companies and organisations
• Rich product options for the range of hampers and gifts, the area with most room to grow with consumers

The results

The store launched in early October 2019, in time for Lottie Shaw’s to take more than three times its revenue that Christmas. Its wholesale network grew sharply too, putting the brand in shops far and wide.

Agency51 has since added a marketing programme tailored to Lottie Shaw’s, from social media to monthly email campaigns that keep delivering revenue. In 2022 Lottie Shaw’s was a finalist for Online Bakery Business of the Year at the Baking Industry Awards.

“We were very happy with the new site, which captured our brand values and Yorkshire heritage well whilst being easier to navigate, and we’ve been noticing better customer engagement as well. Orders are well up, and we’re optimistic about the online future of the business.”

Jayne Little, Lottie Shaw’s