“I see a lot of opportunity for both in-store and commercial bakery as the traditional grocery store model evolves,” Bishop said. He suggested that experiential factors could have a significant impact on driving people to visit in person and make impulse bakery purchases, whether it’s smelling fresh-baked cookies or connecting with the person behind the counter. “A lot of other bakery products, both on the commercial rack and from the instore bakery, are typically bought on the basis of appearance. But there’s a discovery aspect to shopping in person that consumers continue to crave, and retailers have an opportunity to educate and help them find something new.”

Technological advancements can also give commercial bakery brands new communication and marketing streams to partner with retailers and connect with customers more effectively, according to Gary Hawkins, founder and CEO of the Center for Advancing Retail & Technology. “Let’s say in the in-store bakery they’ve just had a batch of fresh baked bread come out of the oven, or cookies, or whatever,” he said. “The retailer can message every shopper within a mile of that store about a new batch of product. It’s really marketing in real time.”