Creating a joyful, customisable, and conversion-focussed platform for a British icon with headless technology and personalised cookie visualiser.
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.
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.
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.
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.
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.
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.
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.
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