Life is healthier with freshly baked cookies and you may’t have only one.
If the cookie monster was on our group, it’d be sitting proper right here nodding its head whereas taking a chunk from our field of various cookies from Dohful as we share their story.
And what if we mentioned that all of it did begin with a soft-baked cookie?
Introducing Dohful
Dohful is a model that sells handcrafted and diverse cookies on-line, which are baked recent on order. They’ve been delivering melt-in-the-mouth cookies throughout the nation by way of their web site on Shopify since October 2018, and have now turn into a family title for being the cookie monster’s greatest good friend.
A cookie is all it takes: The start of Dohful
The founders of Dohful, Arushi Sachdeva and Chaman Raj, have been within the meals enterprise for over 9 years.
They began experimenting with working their very own enterprise whereas at IMT Ghaziabad, pursuing their MBA. Their first enterprise was that of a brick and mortar takeaway known as Sandwedges that was geared toward catering to college students and professionals with sandwiches that they may devour on the fly.
It was in 2016, when the 2 of them went to Europe, that their journey within the cookie world started on the native BnB they stayed at.
As soon as Arushi and Chaman got here again to India, they began to hunt cookies with the identical texture and style at numerous bakeries. With none matching what they skilled in Europe, Arushi, with a love for baking, determined to take issues into her personal fingers.
“India is a biscuit-eating nation, however we don’t essentially know the distinction between biscuits and cookies. That’s precisely why we by no means discovered the identical form of cookies we ate in Europe; the feel itself was lacking,” Arushi claimed.
Following their expertise with cookies in India, the 2 cut up the duty of doing market analysis on a number of facets – client demand, style preferences and the way simple or not it could be to promote on-line.
Throughout their analysis, they discovered an rising demand for home-baked cookies, and likewise got here throughout numerous manufacturers within the meals business that had been efficiently working on-line companies on Shopify.
With actual tales at hand, Arushi and Chaman determined it was time to bake and promote their very own cookies in India, and introduce the nation to a unique recipe.
Whereas Chaman took over the a part of researching methods to promote cookies simply, exploring Shopify as a gross sales channel, Arushi took on the position of perfecting the recipe for baking them.
As they’d a restaurant working, they confidently began to discover completely different permutations and combos for baking the proper cookie. They needed to bake cookies that had been eggless, might preserve texture and likewise be simple to ship throughout India with out spoilage. It took them 300+ trials and 70 days to get the primary recipe proper!
Having discovered the proper match of recipe for the cookies and a web based retailer in Shopify, they took their enterprise on-line with a gentle launch in September 2018 .
Whereas Arushi and Chaman initially considered promoting cookies in Delhi solely, with Shopify they realized that they may ship throughout India, reaching new markets with ease.
After engaged on their on-line storefront themselves with the assistance of group members on Shopify and platforms like Quora, they had been capable of share their cookies with everybody in India in October 2018.
As of as we speak, the Dohful cookies are solely out there solely on their web site. The founders are centered on delivering the very best high quality of various and handcrafted cookies by staying away from spreading themselves too skinny throughout different gross sales channels.
Surviving the pandemic with Shopify
Identical to different companies, Dohful too was hit by the pandemic owing to the change in authorities guidelines and laws, and client demand. Throughout this era, Dohful took a while off to be taught extra about their customers and their preferences and replace their choices.
Utilizing insights from the market and aggressive evaluation, they made numerous tweaks to their Shopify retailer. They up to date product footage, the way in which they introduced them and plugged the communication hole to have the ability to tackle client issues or wants in a greater manner.
“We began treating our Shopify retailer like our store-front or like we might deal with our cafe.”
Dohful additionally modified their packaging to make sure they had been assembly and exceeding the hygiene expectations of their customers.
Additionally they ran influencer collaborations, leveraged newsletters and tweaked their advert marketing campaign arrange on Fb to market their cookie packing containers after reopening their on-line retailer in Might 2020.
Dohful skilled a 13x progress in gross sales from June 2020 to July 2022 itself, and the numbers have been rising ever since.
“We’ve got needed to scale up our staffing post-pandemic. We went from hundreds of orders a day to nearly ten hundreds of orders per day nearly in a single day after July 8, 2020, and our solely gross sales channel was our on-line retailer!”
Let’s dig a bit deeper into what precisely the model did to market their cookies and promote on-line.
Baking their manner by way of success: Rising Dohful on Shopify
Since its launch in 2018, Dohful has constructed an engaged buyer base by way of collaborations with social influencers, creating numerous genuine content material on YouTube, sharing behind the scenes and their learnings on the weblog and working promoting campaigns on social media to succeed in their viewers.
Throughout and post-pandemic, Dohful grew to become much more strategic about their advertising and marketing efforts.
Let’s have a look at every of the methods that Dohful makes use of and the way they acquired it proper:
1. Content material advertising and marketing
Arushi and Chaman realized they weren’t the one ones with a ardour for baking. A number of their target market was actively looking for recipes to bake cookies at house – particularly throughout the pandemic. To capitalize on their intent, they arrange a weblog part on their Shopify retailer to share seasonal recipes, ideas and experiences.
2. Influencer collaborations
The opposite tactic that Dohful leveraged to drive extra site visitors to their Shopify retailer, is influencer advertising and marketing and collaborations. From day one, they determined to work solely with influencers who got here with an expertise of collaborations with product manufacturers earlier than, and those who they personally favored consuming content material of. This resulted in creating collaborative content material that was actually distinctive to the model and resonated with their target market.
“Control what’s trending and who’s gaining recognition. Attain out to influencers in that area of interest in case you like consuming their content material too.”
3. Video advertising and marketing
Dohful understood their client’s must know what goes on behind the scenes. They noticed an rising curiosity of their buyer base eager to see the ‘baking’ of their favourite cookies. So the model took to video advertising and marketing to provide their viewers an thought of what their cookies are like in a extra lifelike manner.
At present, they’ve an energetic YouTube channel with over 3K followers. Additionally they usually publish their influencer collaborations on the channel, serving to them not simply drive extra curiosity and new clients, but additionally repeat patrons.
“Longer content material codecs are capable of seize the temper of the product higher. 60 secs feels too rushed. We’ve got seen extra success by way of our movies on YouTube vs these on Instagram.”
Other than YouTube, in addition they actively submit brief clips as Reels and movies on Instagram to maintain their ever-increasing followers engaged. They use these clips as teasers to steer customers to their YouTube channel for the whole expertise.
4. Social media adverts
Having expertise within the business, Dohful was conscious of the rising competitors and noise on social platforms. They knew the battle of getting their model seen after which staying on prime of a client’s thoughts.
To actively sort out the identical, they’ve been working ads on social media to succeed in their viewers. Their campaigns leverage carousels, movies and different codecs to advertise the most effective of what their cookies supply – a yummy expertise.
Right here’s a glimpse of a few of their advert campaigns:
5. Integrating social and commerce
Dohful has been very energetic on social media, sharing content material round their cookies, baking type and recipes. Whereas adverts might at all times comprise hyperlinks to particular touchdown pages, their natural site visitors wanted extra path.
They’ve been utilizing Linkpop by Shopify to combine social efforts with commerce. With the assistance of 1 hyperlink, they’re capable of promote a number of product pages, sale pages and content material, all on the similar time, main customers to their retailer and nudging them in the direction of making a purchase order. This tactic has helped them scale back the friction in getting social media followers to finish a purchase order.
“We had been shocked to see how creating one hyperlink might assist us flip natural site visitors into precise orders. Linkpop makes it very easy for us to trace what our viewers is curious about and the orders we generate by way of our natural efforts.”
6. Social proof
Whereas the style of the cookies converse for themselves, Dohful knew it was essential to get precise buyer experiences throughout to succeed in extra customers. They began to deal with amassing buyer evaluations, scores and testimonials to show as social proof on their Shopify retailer.
With the assistance of Decide.me, they’ve been capable of accumulate over 3500 evaluations since 2020.
Managing the expansion of Dohful with Shopify
As soon as the model began to run their advertising and marketing and promoting campaigns, their on-line retailer noticed an inflow of site visitors. This made it much more essential for the founders to remain on prime of their numbers – particularly client demand.
Dohful makes use of the Shopify cell app to handle their on-line retailer on-the-go. They use the app to remain on prime of their real-time and up to date retailer exercise to achieve insights into guests, monitor gross sales and analyze enterprise efficiency.
“I’d say we test the Shopify cell app about 15 occasions a day no less than, to remain up-to-date with the gross sales made by way of our campaigns, and be capable to simply monitor and share order updates with clients.”
When the model is on the lookout for extra insights on their retailer efficiency, advertising and marketing and promoting campaigns, ROI, viewers and clients, they leverage the Shopify analytics and experiences dashboard on the desktop. This has helped them make data-driven choices round merchandise and promotional campaigns, optimizing them for optimum impression.
“The hire we pay (platform charges on Shopify) looks like nothing. Within the 4 years we’ve been with Shopify, we’ve by no means had any issues with our retailer being inaccessible.
We continually preserve a tab on the updates shared with retailers and at all times attempt to take advantage of the brand new options.”
The best way ahead for Dohful
Dohful is targeted on holding its efforts streamlined by making their cookies out there solely on their on-line retailer.
However on the similar time, they’re now exploring bodily kiosks as effectively to get their model seen by those that have taken to offline buying because the pandemic settles.
We’re excited to see the place the Dohful cookies attain subsequent and are positive their journey goes to be filled with as joyful experiences as they ship to clients throughout India.
Prepared to start out your individual meals enterprise like Dohful? Register for Shopify’s 14-day free trial to get began.
Individuals additionally requested
What proportion of Shopify shops are profitable?
Shopify permits tens of millions of companies in 175 nations around the globe to promote on-line. These companies have collectively remodeled $200 billion USD in gross sales utilizing Shopify and the quantity continues to develop. You may be taught extra about Shopify right here.
Are you able to turn into profitable with Shopify?
Sure, you’ll be able to turn into profitable with Shopify. Many main companies in India together with Mcaffeine, Cosmix, Heads Up For Tails and others are constructed on the ecommerce platform. Owing to its ease of arrange, plug and play apps and simple scalability, Shopify has enabled many manufacturers to discover new markets and develop.
Is it worthwhile to promote on Shopify?
The pandemic accelerated the expansion of ecommerce as customers began to make their day-to-day purchases on-line. So it doesn’t matter what you promote or which business you’re in, you’ll be able to arrange a worthwhile DTC enterprise on Shopify. Many large and small companies have taken to Shopify already to make it simpler for customers to succeed in them.
How do I efficiently promote on Shopify?
After you have arrange a web based retailer on Shopify, you’ll need to create a advertising and marketing plan for your online business. This contains leveraging completely different gross sales channels, social media platforms, working promoting campaigns, and extra. You may be taught extra about advertising and marketing your Shopify retailer efficiently right here.
