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The Sweet Personalization Strategy That Gives Magnolia Bakery a Greater Customer Return Rate

Adam Davis Media & Marketing Manager, Magnolia Bakery


When Magnolia Bakery selected Sailthru as its email service provider, they were crystal clear on what they wanted. After 20 years in business, ten brick and mortar shops and a thriving ecommerce business, Magnolia Bakery needed a consolidated database to understand more about their customers. Were local shoppers placing online orders? If shoppers were buying banana pudding and cookies, should Magnolia offer a combo offer? Were paid media campaigns really attracting new customers?

Join us for an informative session about how Magnolia Bakery created segmented audiences and leveraged the immediacy of A/B testing to learn more about their audiences and how they increased their conversion rate by nearly 40%.

  1. Magnolia Bakery’s knowledge about shopper preferences combined with personalization has yielded a returning customer rate of 30% in the last year.
  2. A/B testing is considered one of the brand’s most important tools for creating a continuous feedback loop with their customers. 
  3. The shopper data they’ve accrued in the last year is informing how Magnolia will plan their holiday campaign. Returning shoppers are more likely to buy via their owned channels. New customers are more responsive to paid media campaigns.

Adam Davis

Company: Magnolia Bakery
Title: Media & Marketing Manager

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