Oh So Yum!

Apprentice finalist Harpreet Kaur, launches Oh So Yum! The artisan brand delivers sweet bakery treats to satiate a growing market.

The brief

With an established business under a different name and growing fanbase, Harpreet knew there was potential to expand her brand in-person and through an online experience. Rebranding enabled her to maximise a business already doing a roaring trade in brownies, brookies, cookies and treats.

In this highly competitive market, Oh So Yum were aware they needed to create a dynamic and beautiful artisan brand experience from the first touchpoint. The brief clearly outlined the main goals: firstly, to put their renamed and rebranded business on the map leveraging Harpreet's Apprentice journey with an influential customer base; secondly, to achieve ambitious growth plans and third, to simplify the behind-the-scenes operation.

Oh So Yum! bespoke website
Oh So Yum! bespoke website

The problem

Limited cross selling/ upselling opportunities

Untapped sales and brand awareness opportunities

Restrictive Content Management System (CMS) limiting who and how it is updated

Low social media sales

Risk to market share to aggressive competitors’ dominant brands within the sector

Difficulty in tracking orders and making requirements

Repetitive tasks and too much time required to keep the site up-to-date

Pre-rebranded website didn’t convert well with high basket abandonment

“$3.4bn . Biscuit production in the UK market size in 2022” ibisworld.com^

Oh So Yum! bespoke website
Oh So Yum! bespoke website

The solution

We analysed and considered each element: design, user experience, customer journey, the growth and expansion, long-term strategy, and how the website could simplify the production data.

The look, feel and experience was critical; site visitors needed to tap into an aesthetic that reflects and predominantly appeals to the Millennial and Gen Z lifestyle and their interests and aspirations.

“Gen Z wants to support and participate in brands that they believe in and that reflect them,” “They are loyal to brands that they feel understand them and reflect their values”.***


Analysed existing data insights to identify where significant commercial improvements could be made, including upsell and add-on product opportunities

Paid close attention to the customer experience to maximise the browse to purchase journey

Overhauled the user interface (UI) to reflect the new brand

Focused on the user experience (UX) to provide a seamless experience for new and regular customers

Implemented a WordPress website (CMS) with WooCommerce ecommerce for a seamless customer experience

Customised reporting to create clear lists of products that need to be made to ensure quick delivery times and good stock levels so customers are never disappointed

DPD integration to ensure swift bakery to doorstep delivery

Integrated all marketing channels to create personalised marketing communications, payment management and to automate the data management process

The result

Harpreet Kaur

“MWB has been fantastic in unpicking the existing website to remedy the challenges we’ve faced and they have looked at ways to improve our conversion, sales, customer experience and to nurture our growing customer base in a personal way. They have set the website out not only to look great, but with a long-term plan, strategy and support, to make it the go-to site for the tastiest baked treats on the market!”

Ricky Crump

“This was a great project to work on. Harpreet is a driven, ambitious business woman. She completely understands how competitive the market is and what she needs to be the market leader. It has been fantastic to bring her vision and pitch to life. We’ve designed, built and launched the site in a matter of weeks and this has included a shift in scope. The end result is an individual brand that will visually resonate with the target market whilst delivering a seamless shopping experience. This is just the start of Harpreet’s market domination and ambitious growth plans.”


Visit site

*** https://www.businessinsider.com/gen-z-shopping-habits-kill-brands-2019-7?r=US&IR=T


Follow Harpreet's journey as a Series 16 candidate on the BBC's hit show, The Apprentice!

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