Effective e-commerce strategies for bakeries

Over the past couple of decades – and ramped up thanks to the pandemic – marketing practices have experienced fundamental shifts, largely driven by consumers moving a significant portion of their spending to digital channels and online shopping.

Along with the rise of e-commerce, online advertising has seen remarkable growth through mediums such as search engine marketing (Google Ads), social media advertising (Facebook, Instagram), and video ads (YouTube). In fact, in 2023, global digital advertising spend reached over $625bn, accounting for 67% of total media ad expenditures. By 2026, this figure is projected to exceed $835bn, representing more than 72% of all media ad spending, according to Statista.

Given these trends, it becomes increasingly important to explore how various design elements in online settings, such as ads and websites, influence consumer click behavior.

A key difference between physical and digital environments is the range of sensory cues that can be manipulated. Physical stores can engage multiple senses, while digital environments are far more limited. Although future technologies may allow for olfactory and haptic cues in online experiences, for now, the primary sensory cues available are visual. Even when other sensory modalities are introduced, visual cues tend to dominate, shaping consumer perceptions and interactions in digital spaces.

Recent studies on digital marketing, design and consumer behavior provide valuable insights into how bakery producers can optimize their online presence and drive higher engagement. By understanding the importance of visual appeal, the role of nudging in digital environments and the impact of instore digital signage, producers can craft strategies that resonate with their target audience and boost click-through rates (CTRs), conversions and sales.

One of the most recent findings comes from a study in Journal of Consumer Research, which found that rounded, or curved, elements tend to generate higher CTRs than sharp-angled ones. It focused on how the design of virtual elements – such as buttons, images and logos – affect consumer engagement. This is particularly relevant for bakers, as it taps into consumers’ inherent preferences for visually appealing designs that evoke comfort and approachability: qualities that align closely with bakery products.

In a digital setting, where users often make split-second decisions, the visual appeal of a website or ad can make or break engagement. Curved design elements such as call-to-action buttons or product images are perceived as more inviting, which in turn prompts higher interaction rates. So, adopting these design principles can significantly boost a bakery brand’s e-commerce performance.

Young-girl-holding-doughnuts-Getty-Siarhei-SHUNTSIKAU.jpg — Pic: GettyImages (Siarhei SHUNTSIKAU/Getty Images)

Many bakery products – whether cookies, cakes or breads – already feature curved, rounded shapes. By aligning digital design elements with the aesthetic qualities of their products, these brands can create a cohesive and emotionally resonant experience that encourages consumers to click through, explore and ultimately make a purchase.

The psychological impact of curved shapes extends beyond aesthetics. According to the research, rounded shapes trigger an ‘approach motivation’ in consumers, making them more likely to engage with the content. This psychological response can translate into higher engagement rates with key digital elements, such as calls-to-action, product images, or interactive buttons.

“Curves and curvy objects tend to be associated with friendliness, softness, harmony and approachability, while sharp angles and sharp angled objects induce associations related to toughness, hardness and threats,” write the authors, referencing several other studies.

“That is, curvy objects prompt positive affective feelings related to approachability and friendliness, while sharp-angled objects induce negative feelings.”

The art of nudging

Young-woman-deciding-apple-or-donut-Prostock-Studio.jpg — Pic: GettyImages (Konstantin Postumitenko)

But design is only part of the equation. Another essential component of an effective digital marketing strategy is understanding how to influence consumer behavior through subtle environmental cues, a concept known as nudging.

Derived from behavioral economics, nudging involves adjusting the ‘choice architecture’ – the way choices are presented – to encourage certain actions, such as selecting healthier options, while leaving all options available.

In digital spaces, nudging can take various forms. For example, online grocery stores might display healthier foods more prominently or suggest recipes that use nutritious ingredients. Labels or badges, like ‘low-sugar’ or ‘organic’ can make healthier options more visually salient. Another approach is setting healthy defaults, such as automatically including healthier add-ons, while giving consumer the choice to change if they wish.

The effectiveness of nudging lies in its subtlety. By making healthier choices easier to notice or more convenient, it gently steers consumers toward better decisions without limiting their autonomy. This method works because most consumers are prone to ‘decision fatigue’ when faced with too many choices. Nudges simplify the decision-making process, reducing cognitive load and making healthier options more attractive.

This strategy can also drive sales by aligning with the increasing consumer demand for healthy, sustainable food options. Many consumers want to make healthier choices but may be overwhelmed or unaware of the best options. By nudging them toward these choices, businesses can enhance customer satisfaction and loyalty, leading to repeat purchases. Additionally, nudging supports product differentiation by promoting healthier, higher-margin items, which can boost profitability. As health-conscious consumers increasingly dominate the market, businesses that implement digital nudging effectively can capture a larger share of this growing segment, improving both sales and brand reputation.

What makes a successful e-commerce website: case study

A case study on the development of an e-commerce website for Olson’s Patisserie in Indonesia offers key insights into how businesses can leverage advanced digital tools to enhance customer engagement, a concept called Society 5.0,

The primary goal of this study was to create a comprehensive platform that would improve digital sales and expand Olson’s market presence. It emphasized the importance of using Porter’s Five Forces, Fishbone analysis and the VRIO framework to inform strategic decisions.

Porter’s Five Forces, developed by Harvard Business School professor Michael E. Porter in 1979, analyzes the competitive dynamics of an industry. It identifies five key forces- barriers for new competitors; how much influence suppliers have over prices and terms; customers’ power to demand better prices or quality; the risk of customers switching to alternatives; and the level of competition among existing firms – to help businesses develop strategies to improve profitability and strengthen their market position.

Fishbone Analysis, also known as Ishikawa or Cause-and-Effect Diagram, is a problem-solving tool that visually maps contributing factors under categories like people, processes or materials, to explore and address underlying problems for effective solutions.

The VRIO framework – Value, Rarity, Imitability and Organization – evaluates a company’s resources and capabilities. It helps determine whether a resource provides a sustained competitive advantage by being valuable, rare, costly to imitate and supported by the organization’s structure and systems.

One of the most innovative features of the proposed website was the integration of AI Image Generator tech, which enables personalized cake design. This feature is particularly important in driving customer satisfaction and loyalty by offering an interactive shopping experience where customers can visualize and customize their products in real time. This level of personalization not only differentiates the business from its competitors but also enhances the overall customer experience, making the brand more attractive in a competitive market.

The integration of AI into product development was found to be particularly valuable in strengthening Olson’s competitive position in the industry, as it not only improved customer engagement but also drove business growth by tapping into new market segments and enhancing customer satisfaction through personalized experiences.

Neuroscience research shows that visually appealing stimuli trigger approach motivation, encouraging individuals to focus more on the attractive item and move closer to it. This is evident in social interactions, where people gravitate toward visually appealing stimuli. Approach motivation is linked to physical actions, such as engaging with desirable objects. In digital marketing, this concept is crucial, as visually appealing elements, like clickable CTA buttons, can significantly influence consumer action and conversions by drawing focused attention and encouraging interaction.