Primrose bakery - How online content triggers of-line activity

My wife has been testing cupcake recipes and searched the net for ideas and inspiration. In one of the searches she found Primrose Bakery and ordered their book online. After having tested recipes and after having tried a bunch of cup cakes we visited the Primrose Bakery in Covent Garden. A small and cosy place targeted primarily towards the female segment. Living over a 100km away and in another country we would never had found or explored this cosy bakery if it hadn't been for the web. This a key case on how and online activity triggers of-line consumption.