The Update: How Milk Bar’s digital transformation has led to sustainable growth

The Update: How Milk Bar’s digital transformation has led to sustainable growth

Guests
Christina Tosi, Chef and Owner of Milk Bar
Selin Song, VP of Google Customer Solutions
Brand
Milk Bar
Published
July 2020

In this episode of The Update, VP of Google Customer Solutions Selin Song talks to Christina Tosi, chef and owner of Milk Bar. Christina shares how she pivoted her marketing strategy to invest in e-commerce and capture increased consumer demand for tasty treat delivery.

You can find more resources to drive online sales at our solutions center.

Want even more of Christina’s insights? Check out the full interview.

0:05

SELIN: On this episode of The Update we talked to Christina Tosi from Milk Bar

0:10

on how their digital transformation has led to sustainable growth.

0:13

With the majority of your bakeries closed during the pandemic,

0:16

how has digital been an area of growth for your business?

0:22

CHRISTINA: What we've actually done is taken some of the resource

0:26

that we would put into stores from an advertising and real life standpoint,

0:28

and we've pivoted them online.

0:32

So we have more ads that exist online and we have a keener eye

0:38

and a deeper focus to the customization of those ads online to educate our customers

0:41

about how and when we can show up for them in real life,

0:45

how and when they can get their strawberry shortcake cake in time

0:47

for their given celebration and so on and so forth.

0:52

We've actually doubled or tripled down on our online ad space

0:58

because of our limitations at our closed stores and so on.

1:01

SELIN: What role did digital advertising

1:04

and Google in particular play kind of as you made the shift?

1:10

CHRISTINA: We use a lot of Google Analytics to look and understand

1:13

what our search terms that people are looking for from a flavor standpoint.

1:17

What are search terms that people are looking for from an occasion standpoint.

1:20

When people come to our site,

1:24

when and where are they spending the most time?

1:26

When do we lose them if we lose them.

1:29

What's really really really powerful for us from a digital advertising

1:32

customization standpoint is we are able to create

1:39

and craft multiple different ads in the landscape to see which one actually lands.

1:41

Which one is gaining the most momentum.

1:44

Which one is converting in the most powerful way.

1:46

And you're able to constantly improve

1:50

and pivot and customize from there until you've landed on places

1:53

where you're actually getting the most return possible,

1:56

you know, larger and more productive than your wildest dreams.

How people decide what to buy lies in the ‘messy middle’ of the purchase journey