BARK Partners with GAIL’s to Connect Digital Excellence with Real-World Growth

Bridging Digital and Physical Customer Experiences

Our collaboration will develop a strategy that drives both in-bakery sales and online conversions through sophisticated digital channels. BARK’s data science expertise will be central to this partnership, creating meaningful connections between digital engagement and real-world business results across GAIL’s uniquely complex customer journey, spanning online, offline, B2C, and B2B touchpoints.

Lauren Kopsch, Head of Digital Marketing at GAIL’s, explains:

“We’ve partnered with BARK for their strength in measurement and analytics, not only to enhance our digital performance, but crucially to understand how digital marketing genuinely influences customer behaviour in our bakeries. While anyone can track clicks and online conversions, the real challenge is understanding digital’s impact on our physical locations. BARK’s approach provides us with a clear picture of our marketing effectiveness across channels, supporting sustainable growth while remaining true to our values of quality, community and craft.”

Connecting Digital Excellence with Physical World Results

The partnership represents a significant evolution in GAIL’s digital approach, with particular emphasis on:

• Developing a strategy centred around the loyalty app that bridges online engagement with in-bakery sales
• Creating campaigns that drive both online catering sales and in-bakery performance
• Implementing comprehensive SEO solutions, including technical SEO audits, content strategy, and Google My Business optimisation
• Implementing innovative measurement frameworks to connect online marketing with in-bakery performance
• Establishing real-time reporting systems that enable agile responses to changing market conditions

Tom Lambert, Co-Founder of BARK, commented: “Working with a brand like GAIL’s presents an exciting opportunity to tackle one of digital marketing’s most interesting challenges, proving how digital channels meaningfully impact physical retail. By combining our data science capabilities with strategic digital activations, we’re creating a measurement framework that demonstrates clear ROI for each marketing pound spent, regardless of where the final transaction occurs.”

Quality-Focused Growth

What makes this partnership particularly meaningful is the alignment between GAIL’s vision and BARK’s approach. As GAIL’s expands their presence to bring exceptional baking to more communities, they remain steadfast in their commitment to quality, responsible sourcing, and community integration.

The digital strategy we will implement for GAIL’s embraces these values, focusing on meaningful connections with their community. Each bakery represents a unique community hub, and our digital initiatives aim to strengthen these bonds while driving business objectives.

Looking Forward

In the coming months, we’ll be implementing key test-and-learn campaigns to establish baseline performance metrics and identify growth opportunities across both paid and organic channels. Our organic strategy includes technical SEO improvements, local search optimisation through Google My Business management, and content development aligned with GAIL’s brand values. As one of the few global agencies certified by Meta as best-in-class for campaign strategy and data, BARK is uniquely positioned to help GAIL’s overcome the attribution challenges inherent in their complex customer journey through advanced data science solutions. Our flexible approach will allow for rapid optimisation based on real-time insights, always with an eye toward proving digital’s impact on overall business performance.

We look forward to sharing more insights from this exciting partnership as we continue to help GAIL’s connect with more communities across England through intelligent, measurable digital marketing.