March 19, 2004, 12:00 AM

A customer survey leads to a tweak in Cooking.com’s assortment

Cooking.com is now diversifying its merchandising categories and adding new brands such as Revere Ware to appeal to more middle-income shoppers.

 

Long known as a preferred online shopping destination for higher-income shoppers looking for just the right cooking pan, blender or kitchen gadget, Cooking.com is now diversifying its merchandising categories and adding new brands such as Revere Ware to appeal to more middle-income shoppers. “We did a lot of guest surveys and that convinced us that perhaps we were a bit snooty,” says Dawn Allen, Cooking.com vice president and general merchandising manager. “More customers told us they wanted middle-of-the-road brands and we see that as a growth area.”

Due to customer loyalty, Allen says Cooking.com enjoys a sales conversion rate of nearly 4%, higher than the industry average. The retailer’s average ticket size is about $87. “Our customers can be very brand conscious, but for the baking pan they only use for special occasions they may want an item that’s priced inexpensive to moderate,” Allen says. “We are going to stock more middle-of-the-road brands that give shoppers this option.”

Cooking.com revised its merchandising strategy after conducting several marketing campaigns and soliciting customer feedback. Cooking.com had 2003 web sales of $33.5 million.

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

John Giordano / E-Commerce

The psychology of color in international marketing

A color that means one thing in one society can mean the opposite in another. ...

FPO

Rob Gonzalez / E-Commerce

Spring cleaning tips for your e-commerce content

Identify poor-performing products and refresh them with new images and descriptions.

Advertisement