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World Kitchen cooks up mobile-first site pairing content and commerceBy
Kitchenware marketer World Kitchen saw a spike in traffic from millennials following a Web site refresh that values mobile-first experiences, relevant content and social media integration to drive sales.
World Kitchen focused on creating a streamlined mobile experience in which users can seamlessly navigate through editorial and purchasing content, as the manufacturer saw more than half of traffic deriving from mobile and a lack of proper optimization can be a significant missed sales opportunity. The kitchenware maker also focused on featuring its products in mobilized editorial content on the site, as well as pulling in social media content from users and its multiple brands’ social pages.
“More millennials are coming to the World Kitchen Web site because it is a new content-forward hub that engages everyday cooks, encourages them to share their experiences in the kitchen, find new recipes, be inspired by entertaining ideas and navigate more seamlessly to ecommerce pages that give them all the tools they need from their favorite brands,” said Andy Wang, digital brand marketing manager at World Kitchen.
Mobile for millennials
Millennials have shown that they greatly value a mobile-optimized experience, as well as editorial content paired with a purchasing experience. World Kitchen has created a destination for fans to interact with recipes, tips and all things kitchen-related on any device.
The manufacturer worked on back-end support to make sure a mobile viewing experience was ideal, and is now sharing a wide range of editorial content from its various brands such as recipes, videos, how-tos and product innovations, many of which feature its products that can be used or helpful. For instance, one article from its Baker’s Secret brand, named Secret Baking Hacks: The Basics, listed a variety of tips for common problems that happen when baking, and paired baking products such as a cookie sheet, muffin pan and cake cover alongside the ability to purchase.
Each of World Kitchen’s brands, such as Corelle, Pyrex, CorningWare, Chicago Cutlery, Baker’s Secret, has its own page featuring its products and content that coincides with the specific brand. Each page has tabs on which user-generated content from social media is featured, to show off the brands’ relationship with consumers and how each individual uses its products.
The Web site boasts a wide range of millennial-centric content formatting, such as GIFs and mobile video. The strategy has proved positive for the manufacturer as traffic, time spent and subpages are up.
Mobilizing Web sites
Century 21 Real Estate also streamlined mobile research for homebuyers around the world with a newly responsive Web site that provides a more convenient experience for browsing properties (see more).
Engagement ring retailer James Allen recently saw a surge of mobile sales after overhauling its site to provide a bevy of smartphone-friendly features, such as 360-degree product views and an augmented reality experience (see more).
“Mobile phones are the first place millennials research and shop, and about half of our consumers come to World Kitchen from their phone,” Mr. Wang said. “That is why we decided the new site would be a mobile-first design that makes exploring and searching easier, puts user-generated content and social sharing at the forefront and gives you access to all of the World Kitchen brands from the palm of your hand.”
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