Transforming Millie's Cookies with Adobe Commerce
We all know Millie's Cookies, or at least, we should. They've been baking their famous cookies since 1985 and now have over 40 stores across the UK. At Tom&Co, we've proudly been part of their digital journey since 2017. Last year, we were given an exciting project: to completely transform their website, mirroring the joy and customisation customers experience in store, but with a modern, performance-focused platform.
The Challenge
Millie's Cookies appeals to a wide range of consumers, from younger demographics and gift givers to corporate clients and last-minute shoppers. However, the previous site felt dated and was not delivering the kind of modern, seamless experience that reflects the brand's iconic in-store charm. The previous site felt dated, so our primary goal was to give it a modern refresh that dramatically improved the customer experience. We needed to ensure load times were significantly reduced, navigation was made smoother, and the platform had the flexibility for the Millie's team to manage seasonal campaigns and content in-house. Missing out on cookies just isn't an option on our watch, so a lightning-fast headless setup was required to ensure we could launch without any downtime.
The Solution: Speed, Customisation, and Joy
Our strategy was to create a joyful and user-friendly online experience that reflects Millie's iconic in-store charm, delivering a fast and reliable site experience across all devices. We completely redesigned the site and integrated our powerful in-house front-end framework called Dragonfly. This system gives the Millie's team the flexibility to make real-time updates to the site quickly and easily, without needing technical expertise. We also made sure the platform was scalable to support future growth and seasonal peaks, and that we streamlined the cookie customisation and ordering process to make it as simple and engaging as possible, ultimately driving more conversions.
What makes the Millie's Cookies website special?
We helped implement special functionality to improve both the online and in-store experience, creating a truly omnichannel retail solution.
Personalised Cookie Visualiser
One of the most exciting features we implemented was the personalised cookie visualiser. This feature brings the product to life in a whole new way. Users can build their dream cookie in just three easy steps—selecting shape, flavour, and personalised message—while instantly seeing the results update in real-time. It's a playful, gamified user experience that taps into the joy of decorating, with zero mess. Not only does this increase engagement, it also boosts confidence in custom orders and reduces cart abandonment. Over 13.23% of customised cookie orders now go through this innovative tool.
Smart Search and Upselling Tools
We implemented Klevu smart search functionality, a powerful tool that allows users to easily browse across various categories by shape, flavour, chocolate preference, personalisation options, and gift box themes. It also intelligently surfaces trending cookies and key seasonal occasions right within the search bar, helping customers discover relevant products before they've even typed a word. Whether someone's after a giant chocolate chip cookie or a personalised birthday treat, Klevu makes sure they can find it fast. Additionally, we embedded smart product upsells on every product detail page, subtly encouraging customers to increase their basket size.
Omnichannel Convenience
Same-day Click & Collect is no longer a nice-to-have; it's a key part of an effective omnichannel strategy. Millie's Cookies now offers customers the ability to order personalised cookies online and collect them from their local store, with a same-day collection option for especially hungry customers. Using a bespoke Magento dashboard, the stores can view their upcoming orders and trigger customer notifications once their cookies are ready to collect via their Dot Digital integration.
Headless Commerce Architecture
The new site isn't just a pretty interface. It's a performance machine that's delivered measurable commercial impact and deepened the emotional connection with the brand. The smooth navigation and intuitive browsing keeps customers engaged for longer. 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 cookies themselves.
Results & Evaluation
The new site isn't just a pretty interface. It's a performance machine that's delivered measurable commercial impact and deepened the emotional connection with the brand. Since launching the redesign, Millie's Cookies has seen a 15.1% increase in conversion rate. The smooth navigation and upselling tools have driven a 32% rise in average order value. Email sign ups have also grown by a huge 94.1%, driven by the timely and well integrated pop up strategy. The personalised visualiser alone has proved a hit with users, with over 13.23% of customised cookie orders now going through the tool. We also saw a 28.18% reduction in bounce rate across key landing pages, showing that the combination of speed, interactivity, and intuitive browsing is keeping customers engaged for longer. 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 cookies themselves.
Don't just take our word for it
"We didn't just build a website—we baked a whole digital cookie experience. From a gamified visualiser that lets customers build their dream treat, to smart search that knows you want double chocolate before you do, every detail is crafted with care (and a little sprinkle of joy). It's fast, fun, and fantastically functional."
What Were The Results?
Since relaunch, Millie's Cookies has seen remarkable growth across all key performance indicators, demonstrating the power of strategic Adobe Commerce (Magento) implementation.
Explore More Success Stories
Discover how we've helped other businesses transform their e-commerce presence with Adobe Commerce (Magento).
Ready to transform your business?
We'd love to hear about your project and explore how we can help you achieve similar results. Let's start a conversation about your next Adobe Commerce (Magento) project.
Explore More Success Stories
Discover how we've helped other brands achieve remarkable growth through strategic Adobe Commerce (Magento) implementations.
View All Case StudiesLearn About Our Approach
Understand our strategic methodology and how we deliver exceptional results for every Adobe Commerce (Magento) project.
Our Replatform ProcessTrusted by leading brands across various industries