Cuisinart accelerates direct-to-consumer online sales

Cuisinart, a division of the Conair Corporation, is a market leader in culinary appliances, professional quality cookware, outdoor grilling and kitchen accessories. With a mission to help consumers “Savor the Good Life®,” Cuisinart is committed to producing a wide array of innovative, functional and top-quality products since 1971.  

Historically, Cuisinart sold their products almost exclusively through brick and mortar and online partners, like Macy’s and Wayfair. Direct online sales were limited to parts and accessories for their products. In 2020, Cuisinart’s long-term goal of adding direct-to-consumer ecommerce offering to their sales distribution channels was expedited by COVID-19-driven store closures. Seemingly overnight, Cuisinart needed to replatform their website and enable direct-to-consumer online sales, while still supporting their important retailer relationships – fast.

 Cuisinart partnered with digital agency Whereoware and Optimizely to replatform their website in just six months, gain independent control of their product data and search engine optimization (SEO), drive business growth for their retailer partners, and support a robust DTC sales channel delivering the best possible customer experience to every shopper.  

To future-proof the website for continuous growth, Cuisinart chose Optimizely's award-winning Digital Experience Platform (DXP). Optimizely’s best-in-class commerce solution is flexible enough to grow with Cuisinart and their expanding distribution channels, deliver an intuitive and mobile-friendly browsing experience for thousands of SKUs, and integrate with dozens of third-party data feeds.  

Product detail pages feature high quality product imagery and video, full product detail information and specs, improved Favorites functionality, and promotion of Cuisinart’s retailer partners. Extensive back-end data feeds drive the product detail page content to relieve Cuisinart’s team from manual updates, like warranties, manuals, related parts and accessories, ratings, and retailer logos. Meanwhile, compelling content like reviews and recipes (also data-driven) immerse visitors into the product experience and deepen engagement with the brand.  

The website is mobile optimized for an excellent user experience from any device. Enhancements to the mini cart dropdown automatically calculate the cart total, with an editable field to adjust quantities or delete products, giving users greater control of their shopping cart from any page. AI-driven predictive search displays product imagery and suggestions helping browsers find the perfect product.  

Cuisinart’s marketers gain full control of their product data, digital assets, and SEO. Streamlined product data empowers Cuisinart to update their website to suit evolving goals, while intuitive SEO fields drive improved visibility in search rankings. Meanwhile, Optimizely’s intuitive CMS makes it easy for Cuisinart to create compelling, personal customer experiences on-the-fly, with highly targeted digital marketing campaigns across email, paid advertising, and influencer marketing.