“Born to Be a Storyteller” - Marketing Strategy for M Patisserie Cake Boutique
M Patisserie is a Hong Kong-based bakery shop. The name - M, stands for memorable. With a vision statement of “Art & Cake”, M Patisserie believes that each cake has its own meaning and story to tell, and hopes to share their clients’ special and memorable moments.M Patisserie currently has an ineffective ordering operation system – with lengthy customer messages and manual purchasing database entries; and unsustainable customer relationships. The project aim was to tackle these existing problems, enhance customer experience, and introduce new features for the bakery.
Students proposed a marketing strategy package that consists of reformation of the website, new built-in mobile app, and a feature wall in the physical store. The design strategy started with a vision statement of “Born to Be a Storyteller”, aiming to encourage interaction and enhance customers’ personal experience when ordering M Patisserie’s tailor-made designer cakes.
The new official website acts as a platform to collect customers’ stories and connect people under M Patisserie’s beliefs. Students also redesigned the cake ordering form in narrative interface with flipping-book animations. A physical card is also attached to the cake, which includes a photograph of the cake and handwritten notes, so customers can cherish the memory and story behind the occasion.
The feature wall in the physical store includes an interactive bookshelf and instant photo library, presented by two interactive monitors. Customers can read and share stories during their visit to the store and leave their memories after they participated in baking workshops.
Click here to watch the demonstration video:
Participating students include —
Interactive Media Year 2 students
SIT Sze Man, WONG Shu Ting and YU Hei Nok
Project Tutors —
Newman LAU and Dominic LEUNG
School of Design, The Hong Kong Polytechnic University
Work-integrated Education in PolyU brings students together with real-world clients both inside and outside the classroom. Students’ fresh ideas, energy and passion lead to exciting opportunities for clients and collaborators.
The Cooperative Project is undertaken as a compulsory subject in the first semester of students’ final year of study. Collaborators ranging from commercial enterprises to government departments and non-profit organisations work together with tutors to come up with design briefs that meet the needs of their target audiences.