bake - December 2020 - 27
THE VALUE OF ONLINE SALES
Dec 1-31, 2019
x Online Sales - $6,859
x Returning Customer rate x Website visitors - 5,242
May 1-31, 2020
10.61%
x Online sales - $61,906
x Returning customer rate x Website visitors - 23,856
Online sales in May of 2020 rose dramatically
from The Maui Cookie Lady's busiest month the
year prior, which was December of 2019.
25.44%
we shut down, " she says. " I went back to square one
get an order in despite limited production. The strategy
and redesigned a plan of action to compete with social
worked, as it sold out more than a week before both
media space in a very competitive market. "
Mother's Day and Father's Day.
The first order of business was to focus on its existing,
One of the biggest ways The Maui Cookie Lady found
loyal customers. The bakery sent emails offering preview
success during the pandemic was through the QVC
boxes of holiday flavors only to those who previously
network. This allowed the company to potentially reach
purchased items, offered a local discount code to resi-
millions of viewers, keep the quantity limited and sell out
dents in the area that it needed to ship to as its kitchen
easier. With the products not available on the mainland,
was only zoned for wholesale (the kiosk storefront closed
this motivated customers, especially with the free ship-
down and remains closed) and publicly thanked each
ping QVC offered.
person with honoring their name, city, and the state
The strategies put in place early on during the pandemic
they are from in a weekly post that read like credits at
helped the company to maintain business during tough
the end of a movie - " cookie credits " as they're called.
economic times. As people order and gift through the
The Maui Cookie Lady also stayed away from Amazon
website and QVC, they have gained new customers, who
and big online box retailers to create the allure of
post on social media to reach more people. As The Maui
exclusivity. Shipping was opened up internationally,
Cookie Lady's followers have increased, so have sales.
which many local businesses were not set up for. The
Hawaii reopened to tourism in mid-October, and as
company focused heavily on presales for holidays, adding
the state recovers from being hit hard with business
a calendar app to its website that allows customers to
closures, The Maui Cookie Lady's quick-thinking strategy
purchase gifts months in advance assuring them they will
has been valuable in reaching more customers.
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bake - December 2020
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