Today marks the 10^th anniversary of the Vancouver based dessert phenomenon, Cupcakes. Building a simple product and name into a niche market success story, co-founders Heather and Lori have truly developed a noteworthy business and have truly tasted sweet success. Taking a plunge into their online personality, a viewer is easily able to pick up on the core attributes enforced by the brand on their website and social platforms.

Primarily, when taking the 7 C’s into consideration, content and context play a key role in establishing the personality of the customer interface. For instance, key consideration has been given to the choice of colours, photographic images, text, layout, and design of the Cupcakes’ website. To illustrate, a clear whimsical, nostalgic, and retro image comes across through their website interface. In addition, although commerce appears on the Cupcake website as a “shop” option, it is evident that it is not a primary area of concern for the business, as majority of the cupcake purchases are intended to be made in-the-moment, essentially as a crave item rather than a pre-planned purchase. As well, links to Cupcake’s Twitter and Facebook are available through the website, however there are no other forms of connection, community, or communication through the site, where it be site-to-consumer, or consumer-to-consumer. Finally, as Cupcakes is a niche market specialty product, they steer away from customization of their site to the customer, as their product is already very specific and targeted. Ultimately, Cupcakes channels their sweet side as they aim to charm new customers and maintain brand loyal fans.