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SELIN: On this episode of The Update we talked to Christina Tosi from Milk Bar
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on how their digital transformation has led to sustainable growth.
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With the majority of your bakeries closed during the pandemic,
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how has digital been an area of growth for your business?
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CHRISTINA: What we've actually done is taken some of the resource
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that we would put into stores from an advertising and real life standpoint,
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and we've pivoted them online.
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So we have more ads that exist online and we have a keener eye
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and a deeper focus to the customization of those ads online to educate our customers
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about how and when we can show up for them in real life,
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how and when they can get their strawberry shortcake cake in time
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for their given celebration and so on and so forth.
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We've actually doubled or tripled down on our online ad space
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because of our limitations at our closed stores and so on.
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SELIN: What role did digital advertising
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and Google in particular play kind of as you made the shift?
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CHRISTINA: We use a lot of Google Analytics to look and understand
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what our search terms that people are looking for from a flavor standpoint.
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What are search terms that people are looking for from an occasion standpoint.
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When people come to our site,
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when and where are they spending the most time?
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When do we lose them if we lose them.
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What's really really really powerful for us from a digital advertising
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customization standpoint is we are able to create
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and craft multiple different ads in the landscape to see which one actually lands.
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Which one is gaining the most momentum.
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Which one is converting in the most powerful way.
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And you're able to constantly improve
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and pivot and customize from there until you've landed on places
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where you're actually getting the most return possible,
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you know, larger and more productive than your wildest dreams.
