The Brand: Hand-crafted joy from the oven

Konditor is a celebrated London bakery famous for its high-quality, hand-made cakes, brownies, and biscuits. Established with a mission to spread joy through baking, they have grown from a local gem into a major name in both hospitality and gifting. Their unique edge is the balance between their cozy, physical bakehouses and a sophisticated e-commerce operation that delivers treats across the country. Whether someone is stopping in for a mid-morning slice or ordering a bespoke birthday cake online, Konditor maintains a premium, artisan feel that prioritizes flavor and craftsmanship.

The Loyalty Blueprint: The Cake Club rewards

Konditor utilizes a point-based loyalty system, known as the Cake Club, where members earn points for every purchase to redeem for vouchers and gift cards. This earn-and-burn model is particularly effective for a bakery because it rewards the "treat yourself" habit. In the food and gifting industry, customers often fluctuate between quick, personal purchases in-store and larger, planned gift orders online. By moving away from disconnected systems, Konditor can now reward the total relationship a customer has with the brand.

Because the system is unified across their entire business, the Cake Club offers a frictionless experience. A customer can earn points on their daily brownie at a London shop and then use those accumulated points to get a discount on a large celebration cake ordered through the website later that month. This level of unification ensures that loyalty is never a hurdle for the customer, while providing Konditor with a clear, single view of their community’s habits across all channels.

The Tech Stack: How it works together

To ensure the Cake Club runs smoothly across all locations and digital platforms, Konditor’s loyalty engine is built directly into their core tech stack. This ensures that points and rewards are always in sync.

• E-commerce Platform: Shopify powers the online store, allowing customers to track their points and redeem vouchers for nationwide cake delivery.

• Point of Sale: Shopify POS handles the in-store experience at their London bakehouses, ensuring that every coffee or cake purchase is credited to the customer's account instantly.

• Marketing Automation: Klaviyo uses the unified loyalty data to send out "sweet" reminders, personalized offers, and birthday rewards based on real-time customer activity.