The Sweet Spot: How We Baked the Ultimate Millie's Digital Experience

If you've ever been anywhere near a Millie's Cookies shop, you'll know just how irresistible their cookies are. And if you haven't… well, you might be living under a very large cookie. Since 1985, Millie's has been baking giant, gooey delights in over 40 stores across the UK. And since 2017, Tom &Co has had the pleasure of helping Millie's share those famous treats online.

Last year, we were given the ultimate sweet challenge: while customers were busy decorating cookies, we got to work "decorating" and transforming their entire website. Thanks to a lightning-fast headless setup, we could completely revamp the site without any downtime, because missing out on cookies? Simply not on our watch.

The old website was feeling a bit stale, so we gave it a fresh lick of digital icing. Load times dropped, navigation became smooth as chocolate ganache, and we rolled out our in-house front-end framework, Dragonfly. This gave the Millie's team the freedom to make real-time updates without needing a tech degree. In short, more control, less faff.

Millie's appeals to everyone from birthday gifters to corporate bulk buyers and last-minute cookie hunters. Our mission was to make their digital experience as joyful as stepping into one of their shops. We focused on speed, reliability, and making sure the platform could handle seasonal spikes with ease. The ordering and customisation process had to be simple, playful, and engaging, because decorating cookies should be fun, even online.

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Omnichannel Magic

Same-day Click & Collect isn't a luxury anymore - it's expected. Millie's embraced this fully, letting customers order online and pick up in-store. The bespoke Magento dashboard means stores can track orders in real time, prep cookies on schedule, and notify customers when they're ready to collect. With over 40 locations across the UK, Millie's has blended convenience and creativity perfectly.

Bringing the Cookie Experience to Life

It wasn't just about making the site look good (though, of course, it does). Every pixel, every interaction, was designed to make the experience as delightful and seamless as biting into a warm, chocolatey cookie.

One of our proudest innovations was integrating Klevu smart search. Customers can search by shape, flavour, chocolate preference, personalisation, or gift theme—and it even surfaces trending cookies and seasonal favourites before they've finished typing. Whether it's a classic chocolate chip or a personalised birthday cookie, Klevu ensures it's found fast.

Then there's the personalised cookie visualiser, a proper bit of fun. In just three steps—choose shape, flavour, and message—users see their dream cookie update in real time. It's playful, interactive, and completely mess-free. Engagement went up, confidence in orders soared, and cart abandonment took a nosedive.

On top of that, we added smart upsells on every product page. Want a second cookie at a discount? Maybe a gift box? The PDP subtly encourages extra treats without feeling pushy. We also rolled out friendly pop-ups for Millie's newsletter, "Cookie News," growing sign-ups while keeping the tone light and engaging.

Gift messaging at checkout adds that extra sprinkle of joy, letting customers include a note for friends, family, or colleagues. Simple touches, big smiles.

The Sweet Results

The new site isn't just a pretty interface, it's a performance machine. Since the redesign, conversion rates have increased by 15.1% and average order value has risen by 32%, thanks to upselling tools and smoother navigation. Newsletter sign-ups soared by 94.1% via pop-ups, while 13.23% of customised orders now go through the visualiser. Bounce rates dropped by 28.18% on key pages, proving that fast, interactive browsing keeps customers engaged.

Beyond numbers, the digital experience deepens the emotional connection with Millie's. The site feels joyful, personalised, and as delicious as the cookies themselves. From back-end flexibility to front-end flair, we didn't just bake a better website—we created a digital experience as memorable as the treats it sells.


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