Archive note — September 2026: This article was originally written in January 2023 and records customer-retention practices we used at the time. Offers, vouchers, referral arrangements and complimentary extras can change, so the examples below are not a promise of current benefits. Current ordering and delivery information should always be checked on the live site.
Rewarding loyal customers is never straightforward. We keep a close eye on cost control, so choosing to go above and beyond in an industry with tight margins is no small gesture, especially for a made-to-order cake business.
What has always mattered more is the value of people who return to us for birthdays, weddings, baby showers and family celebrations, and who recommend us to friends, family and colleagues. Repeat custom and word of mouth have been important parts of Anges de Sucre’s growth.
The original version of this article quoted a 27% returning-customer figure. We have removed that as a current performance claim because the underlying period and calculation were not sufficiently documented in the article.
As a luxury maker, competing purely on price has never made much sense. The better route is good cake, reliable delivery and service that feels human.
Seven Ways We Rewarded Customers
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Feedback vouchers
At the time this article was written, customers who took the time to give us useful feedback could receive a voucher towards a future order. The principle was simple: thoughtful feedback is valuable and deserved a thank-you.
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Included standard hand delivery
Hand delivery has long been central to our service because delicate cakes are better handled by our own drivers. Current delivery coverage, dates, charges and any exceptions are set out on our delivery page.
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Personal delivery communication
We plan routes around the cake, postcode and delivery date, and communicate with customers about delivery rather than treating a celebration cake like an anonymous parcel.
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Referral thank-yous
The original programme included referral vouchers as a thank-you when an existing customer sent somebody new our way. Referral mechanics can change, so this is retained as historical practice rather than a live offer.
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Priority for complex bespoke work
Returning customers often understand our style and process, which can make ambitious bespoke commissions easier to plan. Current bespoke enquiries are handled through our bespoke cakes service.
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Complimentary cake messages
Personalisation has always mattered to us. Current cakes should be checked individually for the personalisation included with that product.
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Small celebratory extras
We have periodically included small extras such as cake sparklers. Because inclusions can change, the product page and current order information are the source of truth for what comes with an order today.
Rewarding customers does not have to be extravagant. Thoughtfulness, useful communication and dependable service tend to matter more than complicated loyalty mechanics.
If you’re a fellow business owner, the useful lesson from the original experiment remains the same: give customers a reason to remember how they were treated, not merely what discount they received.
Love, Reshmi xoxo
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