How CHÖK increased orders by 50% with Deliverect Direct

KEY RESULTS ACHIEVED WITH DELIVERECT DIRECT

• 50% increase in cake orders

• Consistent month-over-month growth

• Increase in personalized campaigns and communications

• Increased understanding of buying habits and behaviors

Since its founding in 2013, CHÖK has been tantalizing taste buds with its creative and contemporary chocolate and pâtisserie concept, combining indulgence, technical quality, and a highly recognizable visual style.

With 25 locations across Iberia and reaching further corners of the globe, the chain’s success is evidence of its product excellence. However, commendable growth can bring complex challenges, such as maintaining unique relationships with each customer and understanding their behaviors to provide the best possible experience.

“Third-party marketplaces helped us grow and gain market reach, but when you depend on them exclusively, you lose the ability to nurture a direct relationship with the customer, gain insights into buying behavior, and build your own brand ecosystem.”

The Challenge: Affected Margins, Affected Relationships

Having boosted its online presence through third-party marketplaces like Glovo and Uber, CHÖK noticed that it was becoming increasingly difficult to maintain strong relationships with its customers and run campaigns that coincided with customers’ buying behaviors.

Looking to complement rather than replace, CHÖK turned to Deliverect to provide a first-party ordering channel via the Deliverect Direct solution. This would allow the chain to gain much better insight into its customers, as well as improve margins by providing some services internally, all while continuing to benefit from the customer acquisition and volume success of external marketplaces.

“The goal was to add a channel where we could manage loyalty programs, run our own campaigns, communicate directly with customers, and improve margins, while keeping marketplaces as the primary engine for volume and customer acquisition.”

The Solution: First-Party Oversight, Centralized Operations

Thanks to Deliverect’s cohesion with CHÖK’s existing POS system, integrating Deliverect Direct into CHÖK’s tech stack was a breeze. By slotting its new first-party channel into the same environment in which it was already monitoring third-party solutions, the chain was able to roll out across multiple stores with ease.

To ensure a cohesive brand experience on its new ordering channel, CHÖK took advantage of Direct’s branding, menu structure, campaign, and promotion capabilities. Allowing its signature aesthetic to transfer from physical to digital touchpoints, making the direct channel a true extension of the brand.

With multiple locations across numerous cities, it was integral for CHÖK to be able to manage menus with as much flexibility as possible. Deliverect Direct’s agile workflow allowed the chain to adjust menus based on the type of store and time of day, as well as manage audience-specific campaigns from a single unified channel.

“Deliverect allowed us to integrate our direct channel into the same environment where we were already managing other online channels, connecting it to our POS and centralizing operations.”

The Result: Direct Engagement, Stronger Relationships

By introducing a new ordering channel through which it was able to monitor customers' behaviors and foster strong relationships, Deliverect helped CHÖK achieve amazing results:

• 50% increase in cake orders

• Consistent month-over-month growth

• Increase in personalized campaigns and communications

• Increased understanding of buying habits and behaviors

CHÖK is a prime example of how successful growth without the right tech stack can have negative impacts on customer relationships and a full understanding of buying habits.

With Deliverect Direct providing a first-party ordering channel to coexist alongside CHÖK’s successful external marketplaces, the chain can continue to expand exponentially without compromising the customer experience.

“[Deliverect Direct] has allowed us to add a layer of direct engagement we didn’t have before: communication, personalized campaigns, and a better understanding of buying habits.”