How Cuisinart quickly revamped its e-commerce site.
In a year dedicated to online shopping, the brands that glorify their e-commerce games have been a trend, but for Cuisinart, a broad culinary tool used by professionals and the private sector is new. Negotiation with the new website was preceded. for the future for more growth.
“The new site is very data-driven, with more than a dozen intricate integrations,” said Mary M. Rodgers, director of marketing for Cuisinart.
To achieve the organization’s long-term goals of optimizing customers and selling directly to consumers, Cuisinart, a division of Conair Corporation, chose the digital agency Whereoware, which is already its marketing and email agency.
As a result of the previous report, the redesign of the website was completed in just six months. The new e-commerce site is now heavily data-driven, driving business growth for retail partners.
“The new site offers a better user experience and better site management,” said Teya Tuccio-Flick, executive vice president at Whereoware. “Less editing is required and Cuisinart can now manage your images without waiting.”
Maintain a new website
To prepare the site for future growth, Cuisinart chose Episerver’s Digital Experience Platform trading solution for its flexibility and ability to serve Cuisinart’s growing distribution channels.
“Episerver’s new website optimizes data to personalize the experience and create more relevant content,” said Tuccio-Flick. “We can now base the content on the product’s affinity so that we can offer recipes for babies with products for customers with children. The new website offers important content for end users, customers.”
Episerver’s intuitive platform has enabled Cuisinart to gain independent control over product data and search engine optimization while launching a mobile-optimized browsing experience for thousands of product SKUs.
With the installation of the Episerver platform, Cuisinart and Whereoware selected nearly a dozen suppliers to complete the new e-commerce experience: Salesforce’s cloud marketing was used for the shopping cart; Acoustics for the marketing automation platform; Register for product registration; Numerator and Salsify for retail services; and Bazaarvoice for customer comments.
“Cuisinart is really evolving from a branded business,” said Tuccio-Flick. Requires full service and platform control. All used retailers were able to grow and develop with Cuisinart’s new needs, giving them more control to improve the content and keep customers on track. These improvements make it easier to do this.
These enhancements include product pages with high-quality images and videos, detailed information and product specifications, advanced features and offers from Cuisinart business partners. Detailed information on the back of the information leads to the content of the product details page to relieve pressure on the Cuisinart team with manual updates, including warranties, manuals, related parts and accessories, supplier ratings, and logos.
“The files used previously now use an API for website and user data,” says Tuccio-Flick. “The new experience will increase customer engagement and personalization of in-store email, recommendations on past purchases, and personalized messages for consumer transactions.”
Further customization of the new e-commerce site includes data-based analysis and recipes, as well as a detailed journey through the product experience for greater brand engagement.
“The site was recently launched, so we are still measuring the impact,” says Tuccio-Flick. “We respond to personalization and consumer engagement, but it also strengthens retail partners.”
Join the marketing team
Cuisinart’s ability to complete the entire project in just six months was due to efficient project management and the fact that Whereoware had a previous relationship with Cuisinart through data optimization and email marketing services.
“We already had a strong relationship with Cuisinart, so we had a lot of historical knowledge,” said Tuccio-Flick. ‘As we were communicating constantly, they gave us quick feedback and it took good coordination between the customer and the service provider to complete the project. It was a very organized process.
The Confluence project collaboration tool was used to track activities and provide feedback, while Jira was used as a project development tool to keep the team organized and up to date.
Although the transformation of most e-commerce sites takes more than six months, Whereoware has identified a valuable lesson that marketers can learn.
“One of the lessons we learned is that typical marketer are not involved in these projects,” says Tuccio-Flick. “This project involved the Cuisinart marketing team, which helped him a lot to be effective and to meet deadlines, which increased his sales.”