Alexander Babbage » Susie Cakes

Susie Cakes – Where Do We Grow From Here?


Situation: SusieCakes has eight locations in California offering home-style dessert favorites baked entirely from scratch.  As part of its growth plans, SusieCakes wanted to know where to build new stores and how to get more business out of their current locations.

Analysis: SusieCakes’ email database was an incredible asset that allowed Alexander Babbage to map where the customers came from for each store.  In order to understand who the customers are and how valuable they are, in-store intercepts of customers and POS transactional data were analyzed.

Result: Alexander Babbage’s research was able to identify multiple locations where SusieCakes should expand, as well as determine which locations performed better than others and why.  By determining who their customers are, they can now segment their marketing by targeting the different audience groups.