Otis Spunkmeyer are one of the world’s leading producers of one of the world’s favourite treats — cookies! They offer frozen cookie dough, thaw and serve cookies and muffins, coffee cakes, pastries, brownies and more to customers in over 56 countries around the world.
Otis came to us with the challenge of transforming the web presence of the brand which had become a little bit jaded over time. It no longer reflected the core values of the brand and there were key customer segments which were not served at all online. It was time for a complete rethink about how to present the Otis brand online.
Our Strategy Team went to work with the Otis marketing and technical teams to bring together key people from across Otis Spunkmeyer organisation to form a Website Redevelopment Team who would be responsible for making key decisions along the way during the project and to make sure that all aspects of the business were incorporated into the redevelopment process.
We quickly got up to speed on the full scope and scale of the Otis business. (we never knew there were so many different types of cookies!) We worked closely with the Otis project team to quickly undertake an intensive requirements gathering and technical discovery phase which set out the blueprint for what the new website would be. A key challenge was to appeal to both the food service business (the core target audience who purchase the product) and the consumer (the audience who consume the product).
Through rapid iteration of both wireframes and design concepts we were able to explore many potential approaches to incorporating all project requirements with the Otis team before progressing to a prototype which performed well when tested against key business cases.
Our Technology Team worked with the Otis IT Team to put in place a robust, scalable technical architecture to power the new website. The Ektron CMS 400 .net Enterprise Content Management System (CMS) was selected to power the website given the excellent fit between the system and Otis’ requirements.
Launched in late 2009, the website has performed very well since it’s launch and the feedback from customers show that key business requirements have been met. The Otis Website Management Team now have real time access to key analytics which clearly show how key customer segments are using the new website. This data will be extremely valuable to the business for future strategy planning.
