Developing a WooCommerce powered website to enable Grouts to launch their first online store to coincide with their 12 bricks and mortar bakeries.

Working with the Grouts’ team to help them evolve their existing online presense from a basic brochure website to the opportunity to sell buffets and celebration cakes to a Nationwide audience.

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Grouts WooCommerce Wordpress Website by Impact Media

Brief Background

Grouts have been established for over 70 years and have 12 bricks and mortar bakeries throughout Essex. With stores selling a variety of cakes, bread, and other confectionery itemsthe business’ main audience has always been local passing trade.

Along with their freshly baked morning goods the business always bakes celebration cakes and prepares buffets, this was a side of the business that they were looking to scale.

With reviewing their existing brochure style website the bakery wanted to be able to provide users with information on their stores in regards to opening times etc as well as a full list of items that were available in store. The main catalyst of the new website would be the ability to take further orders and payment online for their buffets and celebration cakes.

Our Solution

Impact opted for the Wordpress Woocommerce plugin to manage the ecommerce store functionality for the new Grouts website. Mapping out the various user journeys to visually present the new store to the team to help them understand how users will use the website.

We created a completely bespoke design and presented visuals for the 3 devices we were focusing the website to function on; Mobile, tablet and desktop.

Being that a majority of their existing website traffic was directed via social on mobile – we opted for a mobile first approach to the responsive design.

By introducing a timeline area on the website we were able to inject some of the company’s rich history as well give people a full understanding in the daily process of the bakery as some visitors were not aware of what was baked fresh and prepared everymorning and all in-house.

We also commissioned a photo shoot to help capture the team at work and also to provide deeper insight into the behind the scenes look at the bakery; something that customers were not familiar with – only every seeing the front of house.

By also commissioning individual product photography we were also able to provide a complete instore menu for customers to be able to see exactly what was on offer in store and a page was created for each item.

The buffets area enabled users to either create their own buffet or choosing from a set menu. We also encouraged the team to provide a selection of celebration cake styles that could easily be replicated and personalised online, rather than only providing the bespoke options. This approach enabled the team to be able to create individual product pages and provide a facility to checkout online with no requirement for the staff to be involved in the ordering / checkout process.

The website went live in 2016 and has since won Best In Class at the IMA awards in both the Ecommerce and Consumer Services categories.

Grouts the Bakers WooCommerce Wordpres Responsive Website by Impact Media

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