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How Dohful Constructed an On-line Retailer to Promote Handcrafted Cookies Throughout India (2022)


Life is healthier with freshly baked cookies and you’ll’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 chew from our field of varied 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 various cookies on-line, which can be baked recent on order. They’ve been delivering melt-in-the-mouth cookies throughout the nation by means of their web site on Shopify since October 2018, and have now turn into a family title for being the cookie monster’s greatest buddy. 

Supply

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 operating their very own enterprise whereas at IMT Ghaziabad, pursuing their MBA. Their first enterprise was that of a brick and mortar takeaway referred to as Sandwedges that was aimed toward catering to college students and professionals with sandwiches that they may eat 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 Ayushi and Chaman got here again to India, they began to hunt cookies with the identical texture and style at varied bakeries. With none matching what they skilled in Europe, Ayushi, 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 break up the duty of doing market analysis on a number of features – client demand, style preferences and the way straightforward or not it will be to promote on-line.  

Throughout their analysis, they discovered an growing demand for home-baked cookies, and in addition got here throughout varied manufacturers within the meals business that have been efficiently operating on-line companies on Shopify. 

With actual tales at hand, Ayushi and Chaman determined it was time to bake and promote their very own cookies in India, and introduce the nation to a distinct recipe.  

Whereas Charan took over the a part of researching methods to promote cookies simply, exploring Shopify as a gross sales channel, Ayushi took on the function of perfecting the recipe for baking them. 

As they’d a restaurant operating, they confidently began to discover totally different permutations and combos for baking the proper cookie. They wished to bake cookies that have been eggless, might keep texture and in addition be straightforward 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 an internet retailer in Shopify, they took their enterprise on-line with a gentle launch in September 2018 . 

Whereas Ayushi and Charan 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 have been in a position to share their cookies with everybody in India in October 2018. 

As of at this time, the Dohful cookies are completely accessible solely on their web site. The founders are targeted on delivering the best high quality of varied 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 rules, and client demand. Throughout this era, Dohful took a while off to study extra about their customers and their preferences and replace their choices. 

Utilizing insights from the market and aggressive evaluation, they made a variety of tweaks to their Shopify retailer. They up to date product footage, the way in which they offered them and plugged the communication hole to have the ability to tackle client issues or wants in a greater means. 

“We began treating our Shopify retailer like our store-front or like we’d deal with our cafe.” 

Dohful additionally modified their packaging to make sure they have been assembly and exceeding the hygiene expectations of their customers. 

In addition they ran influencer collaborations, leveraged newsletters and tweaked their advert marketing campaign arrange on Fb to market their cookie bins 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 growing ever since. 

“We have now needed to scale up our staffing post-pandemic. We went from hundreds of orders a day to virtually ten hundreds of orders per day virtually in a single day after July 8, 2020, and our solely gross sales channel was our on-line retailer!” 

Let’s dig slightly deeper into what precisely the model did to market their cookies and promote on-line. 

Baking their means by means of success: Rising Dohful on Shopify 

Since its launch in 2018, Dohful has constructed an engaged buyer base by means of collaborations with social influencers, creating loads of genuine content material on YouTube, sharing behind the scenes and their learnings on the weblog and operating promoting campaigns on social media to succeed in their viewers. 

Throughout and post-pandemic, Dohful turned much more strategic about their advertising efforts. 

Let’s have a look at every of the methods that Dohful makes use of and the way they bought it proper: 

1. Content material advertising 

Ayush and Charan realized they weren’t the one ones with a ardour for baking. Quite a lot of their target market was actively looking for recipes to bake cookies at dwelling – 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 visitors to their Shopify retailer, is influencer advertising 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 for those who like consuming their content material too.” 

3. Video advertising 

Dohful understood their client’s must know what goes on behind the scenes. They noticed an growing curiosity of their buyer base desirous to see the ‘baking’ of their favourite cookies. So the model took to video advertising to provide their viewers an concept of what their cookies are like in a extra lifelike means. 

Right this moment, they’ve an energetic YouTube channel with over 3K followers. In addition they typically publish their influencer collaborations on the channel, serving to them not simply drive extra curiosity and new prospects, but in addition repeat patrons. 

“Longer content material codecs are in a position to seize the temper of the product higher. 60 secs feels too rushed. We have now seen extra success by means of our movies on YouTube vs these on Instagram.” 

Other than YouTube, in addition they actively publish brief clips as Reels and movies on Instagram to maintain their ever-increasing followers engaged. They use these clips as teasers to guide customers to their YouTube channel for the entire expertise. 

4. Social media advertisements

Having expertise within the business, Dohful was conscious of the growing competitors and noise on social platforms. They knew the battle of getting their model observed after which staying on high of a client’s thoughts.

To actively sort out the identical, they’ve been operating commercials on social media to succeed in their viewers. Their campaigns leverage carousels, movies and different codecs to advertise the very best of what their cookies provide – 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 model and recipes. Whereas advertisements might all the time include hyperlinks to particular touchdown pages, their natural visitors wanted extra route. 

They’ve been utilizing Linkpop by Shopify to combine social efforts with commerce. With the assistance of 1 hyperlink, they’re in a position to promote a number of product pages, sale pages and content material, all on the identical 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 have been stunned to see how creating one hyperlink might assist us flip natural visitors into precise orders. Linkpop makes it very easy for us to trace what our viewers is serious about and the orders we generate by means 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 concentrate on accumulating buyer evaluations, scores and testimonials to show as social proof on their Shopify retailer. 

With the assistance of Decide.me, they’ve been in a position to gather over 3500 evaluations since 2020. 

Managing the expansion of Dohful with Shopify

As soon as the model began to run their advertising and promoting campaigns, their on-line retailer noticed an inflow of visitors. This made it much more essential for the founders to remain on high of their numbers – particularly client demand. 

Dohful makes use of the Shopify cellular app to handle their on-line retailer on-the-go. They use the app to remain on high of their real-time and up to date retailer exercise to realize insights into guests, observe gross sales and analyze enterprise efficiency. 

“I’d say we examine the Shopify cellular app about 15 instances a day at the very least, to remain up-to-date with the gross sales made by means of our campaigns, and be capable of simply observe and share order updates with prospects.” 

When the model is in search of extra insights on their retailer efficiency, advertising and promoting campaigns, ROI, viewers and prospects, they leverage the Shopify analytics and experiences dashboard on the desktop. This has helped them make data-driven selections round merchandise and promotional campaigns, optimizing them for max 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 consistently maintain a tab on the updates shared with retailers and all the time attempt to take advantage of the brand new options.”

The way in which ahead for Dohful 

Dohful is concentrated on conserving its efforts streamlined by making their cookies accessible solely on their on-line retailer. 

However on the identical time, they’re now exploring bodily kiosks as nicely to get their model observed by those that have taken to offline procuring 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 comfortable experiences as they ship to prospects throughout India. 

Prepared to start out your individual meals enterprise like Dohful? Register for Shopify’s 14-day free trial to get began.

Folks additionally requested

What share of Shopify shops are profitable?

Shopify allows tens of millions of companies in 175 international locations 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 study 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 might be in, you’ll be able to arrange a worthwhile DTC enterprise on Shopify. Many massive 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 an internet retailer on Shopify, you have to to create a advertising plan for your small business. This contains leveraging totally different gross sales channels, social media platforms, operating promoting campaigns, and extra. You may study extra about advertising your Shopify retailer efficiently right here

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