Getting personal has never been a more important strategy for retailers trying to compete against the increasing numbers of shoppers making purchases online.

 

Even cupcake shops are now selling fresh bakery sweets online. Starting June 5, Gigi’s Cupcakes launched nationwide delivery for its cupcakes, cookies, and brownies via the Gigi’s Cupcakes website, and those goods are delivered fresh in as little as 24 hours.

 

Cupcakes are made fresh daily and shipped out for delivery within 1-2 business days. Each order comes specially packaged in a branded Gigi’s Cupcakes gift box for freshness and presentation. A custom card with gift message can also be included, and customers can personalize the order based on the occasion.

 

For brick-and-mortar retailers, the path to prosperity lies in creating as personalized of products and service as possible to ensure differentiation.

 

“The way people are splitting out their food shopping — online vs. in the store — is very interesting,” says Andy Ellwood, co-founder and president of Basket, an innovative app for grocery shoppers. “With fresh, people actually want to go into the store, and they will intentionally overpay if they have a relationship with the local merchant. The power of personalization is going to be the biggest trend moving forward.”