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Ten years is a long time in eCommerce. Long enough to replatform, ride out a pandemic, open shops, launch a loyalty scheme, and still be happily arguing about the checkout.
That is roughly the shape of our decade with Biscuiteers. What began as a plan to make a premium biscuit gifting brand feel as good online as it does in the box has grown into a digital strategy covering AI-driven product recommendations, omnichannel retail and a gifting journey built around how people actually send presents.
A decade of digital
COVID hit Biscuiteers from both sides: online demand spiked while staffing and operations were squeezed. Together we pivoted the product strategy towards letterbox-friendly designs and DIY kits. Sales doubled year on year, and new customer acquisition rose 60%.
Underneath that was a headless setup, decoupling the front end from the back. That is what made it possible to change the shopping experience quickly while the back end kept getting more capable — brand intact, engineering free to move.
Getting the right biscuit in front of the right person
With a catalogue as distinctive as Biscuiteers', helping customers find the right thing quickly matters more than most. We integrated Klevu, which reads customer behaviour and personalises what gets surfaced.
Add to bag has gone up 97% since.
Gifting is a different checkout
85% of Biscuiteers purchases are for somebody else. That changes what a checkout has to do, so we rebuilt it around gifting rather than buying.
A delivery date calendar lets orders be scheduled up to six months ahead. Multi-address checkout takes the pain out of bulk gifting for corporate and repeat customers — and it has since been picked up by Moonpig and Fortnum & Mason, which is the only endorsement that really counts.
Online and on the high street
As Biscuiteers moved into physical stores, both sides had to behave as one business. A synchronised POS system made Adobe Commerce (Magento) the single product catalogue, order processor and customer database, which is what made Click & Collect and a consistent journey across every touchpoint possible.
Pressie Points
We helped launch Biscuiteers' loyalty programme, Pressie Points — £1 back for every £10 spent, working across online and in store thanks to that integrated POS.
The numbers followed. Average purchase frequency is up from 2.7 to 3.2 times a year, the programme has driven £750K in incremental revenue, and the active customer database has grown 85% in the past 12 months. Last year we pushed it further, integrating Yotpo's loyalty point system so Biscuiteers can reward their most loyal customers properly.
Reading the market quickly
During lockdown Biscuiteers moved 64% of its collections to letterbox-friendly designs. 'Letterbox Love' biscuits and DIY icing kits followed, and the 'Ice-olation Challenge' reached 38 million people. The letterbox collections are still a core part of the business — easy to send, and no missed deliveries.
The numbers
101% year-on-year revenue growth
85% increase in order frequency
202% growth in website traffic
8.6% average conversion rate, peaking at 15%
Net Promoter Score of 85
Integrations with Ometria for CRM and Mention Me for referrals have sharpened the marketing side too.
The next ten
A decade in, we are still building. Biscuiteers has set a high bar for personalisation and for what a gifting experience should feel like, and we remain part of how the next thing gets made. Here's to the next decade.
Want to chat to us about a project? Call us on 0207 351 3521, or fill in our contact form and someone from our team will get in touch.
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