Summary of Findings:
Great American Cookies' 3D Cookie Cake Builder: Inspired by brands like Nike and car companies, Great American Cookies has introduced an interactive 3D Cookie Cake Builder to create a customized ordering experience. This tool uses realistic imagery to show consumers exactly what their custom cake will look like.
Early Success: The digital experience has increased average order values by 8% and eCommerce conversions by 14%, indicating a positive response from consumers.
Future Plans: FAT Brands, the parent company, is exploring similar customization options for its other brands, such as Marble Slab Creamery (ice cream cakes), pizza, and burger brands. Plans to integrate this technology into in-store kiosks by 2025 are underway.
Key Takeaway:
The shift towards interactive and customized eCommerce experiences, inspired by other industries, is yielding positive results for Great American Cookies. The 3D customization tool enhances both online shopping and in-store experiences, driving higher engagement and sales.
Trend:
Customized Digital Ordering: Consumers increasingly expect the ability to personalize their orders online, with realistic previews and easy-to-use digital tools, as seen with Great American Cookies' 3D Cake Builder.
Consumer Motivation:
Personalization & Visual Realism: Customers are drawn to personalized, immersive online experiences where they can visualize the final product, enhancing satisfaction and encouraging higher spending.
What is Driving the Trend:
Cross-Industry Inspiration: Great American Cookies draws inspiration from other industries (e.g., sneaker brands like Nike and auto companies) where customization and 3D product visualization are standard.
Who Are the People the Article Refers To:
Consumers: Primarily eCommerce shoppers looking for personalized, visually engaging, and intuitive online shopping experiences.
FAT Brands Leadership: The leadership team, including Mason Wiederhorn, is spearheading these digital initiatives.
Description of Consumers/Products or Services:
Target Audience: Online shoppers who value customization and visual interactivity, likely skewing towards younger, tech-savvy consumers accustomed to digital experiences in industries like fashion and automotive.
Products: Customizable cookie cakes from Great American Cookies, with plans for similar tools for ice cream cakes, pizzas, and burgers across FAT Brands' portfolio.
Consumer Age:
Likely Millennials and Gen Z who are familiar with and expect customizable, interactive digital shopping tools.
Conclusions:
The success of Great American Cookies' 3D Cookie Cake Builder demonstrates the effectiveness of creating engaging, personalized online experiences. The company plans to expand these digital tools to in-store kiosks and other products across its portfolio.
Implications for Brands:
Custom Digital Experiences: Brands should consider integrating customizable digital tools into both online and in-store experiences, as these tools increase consumer engagement and spending.
Implications for Society:
Rise of Digital Interactivity: As digital experiences become more immersive and tailored, society is moving towards a more personalized, on-demand way of interacting with brands and services.
Implications for Consumers:
Higher Expectations: Consumers will continue to expect easy-to-use, visually realistic customization options in both online and in-store shopping, making it a key driver of brand choice.
Implications for the Future:
Expansion of Customization: Expect the customization trend to continue expanding into more product categories and across different types of brands, including food, fashion, and even home goods.
Consumer Trend:
Click-and-Mortar™ Integration: The trend of integrating digital technology into physical store experiences is gaining momentum, as consumers expect a seamless blend of online convenience and in-store personalization.
Consumer Sub-Trend:
Visual Customization Tools: Consumers increasingly demand visual realism in digital ordering, where they can see an accurate representation of the final product before making a purchase.
Big Social Trend:
Digital Empowerment: Technology is empowering consumers to take control of their shopping experiences by offering customization, convenience, and personalized interactions that enhance satisfaction.
Worldwide Social Trend:
Blending Digital and Physical Retail: Globally, brands are embracing the integration of digital tools in physical stores, creating a hybrid shopping experience where online convenience meets in-store engagement.
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