Biscuiteers' Sweet Success: A Decade of E-Commerce Growth with Tom&Co

India Claydon

March 13, 2025

For the past decade, Biscuiteers and Tom&Co have forged a partnership that has transformed the brand’s e-commerce presence, driving continuous innovation and remarkable growth. What started as an ambitious vision to create an enchanting online experience has flourished into a cutting-edge digital strategy incorporating AI-driven product recommendations, omnichannel integration, and a seamless gifting experience.

A Decade of Digital Innovation

Biscuiteers, a premium biscuit gifting company, faced unprecedented challenges during the COVID-19 pandemic. The brand saw a surge in online demand while navigating staffing limitations and operational constraints. With Tom&Co at their side, they pivoted their product strategy, emphasising letterbox-friendly designs and DIY kits, leading to a 100% year-over-year (YoY) increase in sales and a 60% rise in new customer acquisitions. Central to their success was the implementation of a headless e-commerce setup, which decoupled the website’s front and back ends. This allowed for rapid changes to the site’s user experience while enhancing back-end functionality. Maintaining brand aesthetics while enabling technical sophistication was key to sustaining growth.

AI-Powered Personalisation and Smart Merchandising

With a product catalog as unique as Biscuiteers’, ensuring customers found the right items quickly was a priority. To enhance user experience, Tom&Co integrated Klevu, an AI-driven merchandising tool that analyses customer behavior to deliver personalised recommendations. Since its implementation, Biscuiteers’ “add to bag” rate has soared by 97%, demonstrating the power of AI in optimising conversions.

Elevating the Gifting Experience

Gifting is at the heart of Biscuiteers, with 85% of purchases intended for recipients. Recognising this, Tom&Co refined the checkout process to align with customer needs, introducing a delivery date calendar that allows orders to be scheduled up to six months in advance. Additionally, a multi-address checkout feature was developed—an industry-leading solution that simplifies bulk gifting for corporate and repeat customers. The result? A best-in-class user experience that has since been adopted by major retailers like Moonpig and Fortnum & Mason.

Omnichannel Excellence

As Biscuiteers expanded beyond digital to include brick-and-mortar retail stores, Tom&Co ensured a seamless omnichannel experience. A synchronised POS system enabled Magento to function as a unified product catalog, order processor, and customer database. This alignment allowed for the introduction of Click & Collect services and a streamlined shopping journey across all touchpoints.

Driving Customer Loyalty and Revenue Growth

Tom&Co played a crucial role in launching Biscuiteers’ loyalty program, Pressie Points, which rewards customers with £1 for every £10 spent. Thanks to a fully integrated POS system, this omnichannel initiative strengthened customer retention, increasing average purchase frequency from 2.7 to 3.2 times per year. The program has driven £750K in incremental revenue and expanded the active customer database by 85% in the past 12 months. Last year we wanted to push Biscuiteers loyalty even further so we intergarted Biscuiteer’s with Yotpo’s advanced loyalty point system giving Biscuiteers the freedom to rewrad their extra loyal customers!

Adapting to Market Trends and Customer Needs

During lockdown, Biscuiteers swiftly adapted to evolving consumer behavior, pivoting 64% of its collections to letterbox-friendly designs. The introduction of ‘Letterbox Love’ biscuits and DIY icing kits not only boosted revenue but also aligned with trending customer interests. The company’s social engagement strategy, including the ‘Ice-olation Challenge,’ reached 38 million people, reinforcing brand loyalty through interactive experiences. The Letterbox collections remain today a vital part of the business, loved by Biscuiteer’s customers for the ease and convenience of sending gifts and never missing a delivery.

Record-Breaking Growth and Recognition

Biscuiteers’ collaboration with Tom&Co has led to outstanding e-commerce performance:

101% YoY revenue growth
85% increase in order frequency
202% surge in website traffic
8.6% average conversion rate, with a peak of 15%

The company’s Net Promoter Score (NPS) remains at 85, reflecting high customer satisfaction. Meanwhile, integrations with CRM tools like Ometria and referral programs via Mention Me have further enhanced marketing effectiveness.

The Future of Biscuiteers and Tom&Co

With a decade of success behind them, Biscuiteers and Tom&Co continue to push boundaries in e-commerce innovation. Their shared vision and technical expertise have cemented Biscuiteers as a leader in premium gifting, setting new standards for personalisation, efficiency, and customer engagement. As Biscuiteers expands, Tom&Co remains at the core of their digital evolution—ensuring every milestone is met with groundbreaking solutions and seamless execution. Here’s to the next decade of sweet success!

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