Named Food WEbsite of The Year


A PWA Website, working with Tom&Co since 2011

Awarded Best Food Ecommerce Website in the UK Ecommerce Awards...

Biscuiteers is renowned for creating beautiful, hand iced biscuits, cakes and chocolates, packaged in unique, illustrated keepsake boxes. With two stores across London, also known as Icing Cafe’s, visitors can try their hand at icing biscuits and purchase Biscuiteers treats. We have been lucky enough to work alongside them launching and relaunching their website for over 10 years!

Services we Provide

Something short and simple here






Something short and simple here



Trust Pilot


Optimising the Gifting Experience

The conception of Biscuiteers, calls into question, "why give flowers, when you can give Biscuiteers?” Gifting required unique functionality as 85% of Biscuiteers orders are sent to a recipient. We developed a delivery date calendar, to allow customers to choose a date up to 6 months in advance of the occasion and encourage early seasonal shopping. After observing customer behaviour we also developed a multi-address checkout which allows customers to arrange multiple deliveries within a single order – perfect for the serial gifter and for corporate customers to thank multiple people.


Customer Loyalty in the form of Prezzie Points

In cooperation with Biscuiteers, we build a loyalty scheme where customers accumulate ‘Prezzie Points through spend. What makes it so clever is that the POS feeds into Magento, working both in-store and online, making it the ideal omnichannel solution. ince launching in September 2019 the scheme has driven +£750K incremental revenue. In the past 12 months, the active customer database has increased +85%.

Integration with Klevu

With a unique product in the market a key challenge was to help customers find the right product. We used AI merchandising tool Klevu to explore customers' previous on-site behaviour and create a highly personalised experience, including similar product recommendations. Since Klevu was introduced, search led conversion rate increased by 9%.

Omnichannel Approach

As Biscuiteers are a D2C brand, with both an online store and two bricks and mortar stores, they were keen to create an omnichannel experience. This meant partnering with key CRM solutions to allow the Biscuiteers customer database to flow into their ESP, Ometria, and Refer a friend partner, Mention Me, to enrich marketing campaigns.

What did Biscuiteers have to say...

‘We’ve been working with Tom&Co for 10 years and they’ve been at the heart of our e-commerce growth. With no internal development resource, they are firmly an extension of the Biscuiteers team - taking our ambitious, and sometimes abstract, ideas and turning them into development reality. There’s nothing better than us presenting Tom&Co with a tricky request and, after a pause, hearing ‘I think there is a way…’!

Through headless technology, a PWA can be built with all the functionality of a native app yet has the added benefit of being able to run in a browser.

We helped to implement special functionality to improve the in-store experience, including Endless Aisles technology. This allows in-store customers to make online purchases.

What Were The Results:
We did a comparison year-on-year of 2023, compared to 2022 and the results were staggering!
85 %
Revenue growth
202 %
Traffic increase
101 %
Year on Year orders increased

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