After competing in markets and expos across Johannesburg, Oh My Cake! (OMC) founders, Camilla and Naseeha, joined forces in 2015 to bake gravity-defying cakes and flavourful macarons. Their attention to detail, capacity to cater to last-minute cake requests and personal touches like care instructions on pre-ordered cakes – are what keep customers coming back for more.

Since opening their doors at Cedar Square Shopping Centre in Fourways, OMC has gone above and beyond to turn their obsession with perfection into a successful business.

the Challenge

Competing for a customer’s attention in the digital age means businesses need to be savvy about how they approach the in-store journey. For speciality stores, elevating the in-store experience is about adapting to the ever-evolving demands of the customer.

When OMC first approached DMX, they were looking for a digital signage application that could take their in-store experience to the next level and be representative of their signature playfulness. An intuitive solution that also allows managers to update content without a third party.

Going Digital

At DMX, we believe that “it’s not enough to say it – you need to show it!”. The digital-native customer already interacts with dynamic content online and offline; and has come to expect it as a standard in all sales interactions. For bespoke confectioners like Oh My Cake! – introducing captivating visuals transforms the in-store customer experience and speaks to the playful and contemporary brand image.

DMX installed two digital menu screens behind the point of sale. The captivating visuals give customers easier access to the price list that managers can update in real-time (in just a few clicks). The cloud-based Content Management System (CMS) allows OMC to preschedule the content and displays their live social media feed, where they maintain a large following.

“In the fast-paced, visual-driven environment of our store, being able to “talk” to our customers through the displays is key – it provides us the opportunity to secure a connection with them, without the relatively expensive exercise of continuously engaging face-to-face. It’s almost like having a silent but effective salesperson, consistently performing well!”

– Naseeha Hassen, Co-Founder Oh My Cake !

78% of consumers say digital signage captures their attention. Transforming the Oh My Cake! customer experience with a high-impact visual solution positions the confectionery as a trend-setter, increases in-store dwell time and encourages repeat visits..

Transform the way customers see your business. Get in touch with a Customer Experience Consultant today.



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