Cooking.com will whip up online stores for Betty Crocker, Pillsbury
General Mills Inc. has chosen web-only kitchen and housewares retailer Cooking.com Inc. to build and manage online kitchenware stores for BettyCrocker.com and Pillsbury.com. Both sites will enable visitors to shop for cooking and kitchenware products and services.
Cooking.com, No. 178 in the Internet Retailer Top 500 Guide, has created a brand for each site and will be tailoring the merchandising and marketing messages for BettyCrockerStore.com and PillsburyStore.com visitors.. The new product lines will be promoted on the already established BettyCrocker.com and Pillsbury.com sites that feature recipes and other helpful content for consumers.
“The key to keeping consumers involved with our web sites and e-mail campaigns is to continually give them new reasons to visit and interact,” says Geoff Johnson, director of household marketing at General Mills. “Our goal has always been to provide timely and inspirational food ideas. Now we can also feature relevant kitchen tools and supplies to further enhance the overall value we provide." Johnson notes Cooking.com’s “reputation for quality, great mix of merchandise and award-winning customer service” as reasons for pursuing the partnership.
“Betty Crocker and Pillsbury are two of the most widely recognized consumer brands, and General Mills has built a loyal and quickly growing on-line customer base that aligns perfectly with Cooking.com’s products and services,” says Tracy Randall, president of Cooking.com. “By adding an e-commerce element to BettyCrocker.com and Pillsbury.com, General Mills customers will have a unique place to shop online from brands they trust.”
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