Custom shipping logic for perishable products and an interactive website to show shoppers their custom cookies and cakes.
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A New Way to Get Your Favorite Treat
Mrs. Fields Original Cookies Inc.
Digital Experience Strategy & Design
Personalization
Solution Design and Architecture
Custom Development
Managed Services
Omnichannel Strategy
Klayvio
PepperJam
Cordial
Shopify Plus
RECOGNITION
Mrs. Fields Cookies has been serving America confectionery treats just like Mom made since 1977. Shipping products that customers are going to eat, especially if it's an ice cream cake for a birthday, requires sophisticated planning and execution.
Corra has dealt with complex logistics around food and beverage before, and so it was our pleasure to work on a project with Mrs. Fields to make sure that their customer’s cookies taste just as good at home as they do at a Mrs. Fields Location.
Together, Corra &
Mrs. Fields
achieved:
Challenge
This Cookie Has A Lot of Toppings
Because Mrs. Fields sells perishable products, with cookies and cakes being their most-popular items, it was crucial that when a customer buys their products they receive them in high-quality condition and with the legendary taste that Mrs. Fields is known for.
On top of needing to be able to ship perishable products, there was also an issue of multiple orders per user to be solved. For example, let’s say it’s the holiday season, and Grandma wants to buy all their grandchildren their favorite Mrs. Fields treats.
This means that one account needs to be able to buy many different products, and all of those products with their different perishable statuses need to be able to get to their desired location quickly and in peak condition regardless of where that product shipped from or where it is being delivered, or what the product is.
Mrs. Fields also provides custom cookie tins and cakes to their customers, and their digital commerce solution needed to provide a canvas for their customers to see their custom products. No one likes to buy something sight unseen, so Mrs. Fields needed a way to digitally replicate the experience of a customer talking to their local baker about providing a loved one a special treat.
The main goal for Mrs. Fields was to make sure that regardless of circumstance, their products end up at their customers' doors as delicious as when they were just finished being prepared. Here at Corra, we love challenges that end in sweet rewards, so helping Mrs. Fields solve this problem was our pleasure.
Solution
Custom Shipping Logic
Corra created Mrs. Fields an entirely custom cart functionality and robust shipping logic. A customer can order multiple perishable items for different customers to be delivered on different dates, and Corra’s custom shipping logic will make sure it all happens on time and schedule.
For example, let’s say a customer wants to send an ice cream cake to their nephew in Kansas City at the end of May, and a custom cookie tin to their niece in Maine the second week of June. The ice cream cake has to be shipped overnight, and the cookie tin has to be shipped with 2-day postage to ensure maximum freshness.
The custom shipping logic will decide which warehouse the order needs to be shipped from, and when the shipment needs to be shipped for the item to arrive on time and as fresh as cookies right out of the oven.
All of this intensive logic is baked into the customer’s experience seamlessly so that the customer can merely choose their items, put in the address, and trust that in a matter of days, their chosen recipient will have a lovely treat waiting for them at their door.
Another fun shipping feature included in Mrs. Fields' site, is that the address book will remember and save addresses and names so that Mrs. Fields loyalists can easily ship delicious treats to their friends and family regularly, and with little hassle.
Ensure treats arrive fresh with custom checkout flow and shipping logic
Solution
Take a Look Before Buying
Gifts are most special when they’re made for the occasion at hand. Mrs. Fields knows this, and so Corra has built them a beautiful and fun UX where cakes and cookies display in real-time the messaging a customer might want on their treat.
If a customer wants their cake to say, “Happy Birthday Tyler”, they can put that message in a text box on the product page, and the cake will real-time, with whatever colors the customer wishes, have that message on it. This allows customers to see what their gift will look like before sending it so they can make sure it is exactly as they’d like it to be.
These customization options are available for all custom products, be they cookies, cakes, or cookie tins. Customers can in real-time see the design and colorway they’ve chosen on their product of choice.
Shopify's New Checkout System Creates Optimization Opportunity
Platforms are frequently being updated and optimized to deliver new capabilities to merchants. Shopify overhauled their checkout system, which meant Mrs. Fields' custom checkout logic and shipping flow had to be rebuilt to be compatible with the new checkout system. This could have been an impediment that slowed time-to-market and reduced innovation, but Corra made rebuilding Mrs. Fields checkout into a time for improvement. The rebuilt checkout logic removed technical debt to improve performance and create a smoother experience and integrated mini-cart upsell functionality and promotions directly into the checkout whereas previously it was handled by a third-party app. Corra maintains active relationships with all major platform partners to ensure our client’s solutions are maximizing their platform’s potential.
TotalCare is a One-of-a-Kind Treat
TotalCare is Corra’s budget-flexible managed services program, but it is so much more than that. TotalCare is a strategic partnership between Corra and our clients. Run on agile sprints, TotalCare allows the client to set fluid and goal-oriented roadmaps to ensure that the most pressing problem is the one being solved. On top of offering proactive break-fix support, TotalCare also enters the client into a relationship with Corra that is dedicated to making sure the client’s website is the absolute best it can be. The program is also a space where new integrations and enhancements can be completed. Because Mrs. Fields has entered this partnership, they will certainly have new and exciting website features on the horizon, so stay tuned for more updates!
Results
Mrs. Fields is a nationally recognized and loved brand. Now, customers can access those products they love and send them to anyone, anywhere around the country with the peace of mind that their treats will arrive fresh. The site is fast and interactive, with real-time updating displays of custom cakes and cookie tins. The custom shipping logic is robust and precise, ensuring that the best warehouse and delivery date is chosen no matter which product is being shipped.
The best part of dessert is eating it, not preparing it. And with Mrs. Fields new ShopifyPlus hosted website, customers all over the country can experience the joy of their favorite dessert without having to worry about how it got to them.
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