Cuptorul Moldovencei.

Year

2019

Industry

Cuptorul Moldovencei is a pastry-confectionary shop in Iași delivers great products and places high importance on their ingredients, customer care, and their team.

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Year

2019

Industry

FMCG, Food & Beverages, HoReCa

Challenge

In March 2020, the COVID-19 pandemic forced many businesses to halt their operations or rethink their strategies. Cuptorul Moldovencei, a local brand known for its pastry and confectionery products, decided to stay active but urgently needed a solution to maintain sales in the absence of a dedicated online presence.

Now, we faced a difficult situation here. We had no online shop for them in place and nothing building towards that. We soon realized that we had to move fast in order to make the best out of this situation or else they might suffer.

What we did

Setting Up the Online Ordering System

Adapting wasn’t easy, but we chose to try rather than quit. We used Facebook Messenger as the primary channel for online orders, with the website’s contact page as a backup.

However, just setting up order channels wasn’t enough—we had to ensure customers knew about Cuptorul Moldovencei, its products, and its availability.

Communicating Orders & Delivery Options

Since CM lacked its own delivery system, a trusted partner handled deliveries, ensuring seamless customer service. To keep orders flowing, we launched targeted social media ads alongside daily content, helping transition a 90% offline business into the online space.

Results

Between March 20 and April 18, 2020, we successfully adapted to the lockdown, achieving significant growth across multiple channels.

Increased overall Facebook website generated traffic growth.

Through the Google campaigns set up by our partners, we’ve seen impressive growth of clicks, +1459% to be more exact.

The communication also saw an increase in the organic reach as well.

Through online orders we managed to keep the same levels of sales as through all the 5 locations for the same period.

In a situation where building an e-commerce website would’ve taken at least a few days if not a month in order to implement, making the best out of what you have is the greatest option.

Improvising sometimes can help you adapt to a situation in which none of us has ever been into. And even though the company’s sales weren’t the same as last year in the same period of time, it definitely helped.

Staying by their customers, their needs, and adapting was not an easy thing to do, but they overcame the situation. And people who wouldn’t usually have a cake from CM might now take them into consideration for future celebrations or a sweet-tooth desire.

Seeing how the need for an online shop has been validated throughout this impromptu campaign, we are happy to see the desire of our clients to move forward with actually building one and adapting to a new medium of sales in the pastry world, the digital one.