Overview

Challenger Breadware designed a cast iron bread pan to help home bakers make bakery-quality bread. We worked with Challenger to develop the brand, and launch an e-commerce platform — with a dual emphasis on introducing their revolutionary product, and helping bakers everywhere bake better bread.

Objectives & Challenges

After a two-day workshop to kick off our engagement, we were able to pose some core questions that would shape our work. How might the digital experience reflect a global community of bakers? How can we merge commerce and resource sharing?

We launched Challenger’s new e-commerce platform in February 2020. When the sourdough boom hit just months later, the website was perfectly positioned to meet the unanticipated and skyrocketing demand.

Post-launch, we addressed localization by implementing multi-currency and multi-language functionality to reach a wider global audience.

Solutions & Impact

As the company has grown in the year since launch, RTXO has re-conceptualized the Shop to reflect the broader product assortment and introduced segmentation to improve user experience and increase discoverability. Product collections now offer users flexible ways to explore Challenger’s offering.

The community aspect of baking is embodied by the brand and founder. By building out content and multi-channel roll-out strategies for the Recipes, Techniques and Ingredients sections, the platform’s reach has grown to include learning resources as well as products.