Many gadget brands have tapped into seamless ecommerce platforms, promotions and digital engagement to connect with shoppers looking to outfit their kitchens. Here’s a look at five kitchen gadget and appliance brands that leveraged effective messaging and strong digital strategies to drive direct-to-consumer (DTC) sales.
1. Vitamix Online Video Series Helps Shoppers See The Benefits Of The High-Performance Blender
The Vitamix is a blender that does it all with “high-performance blending,” according to the brand’s website. Vitamix has been selling direct to consumers since 1949, when the brand’s original founder “created the first infomercial in the U.S.” Vitamix has come a long way since then, now offering four different series of the high-end kitchen gadget and appliance, both on the brand’s website and through retail partners. Shoppers to the Vitamix site will also find recipes, a “What You Can Make” video series and the opportunity to sign up for an enewsletter offering promotions and Vitamix news.
2. The Better Butter Spreader Solves Torn Toast With 2-For-1 DTC Offer
Anyone who has encountered cold butter knows the pain of torn toast for breakfast. In a bid to avoid rage before breakfast, Dotcom Products offers the Better Butter Spreader. The three-in-one design allows users “to swirl, slice and spread butter, peanut butter, jam and cheese without frustration.” The Better Butter Spreader is only offered direct to consumers, via the Better Butter Spreader ecommerce platform, and it is available at a hefty discount if shoppers buy two or more spreaders at once.
3. ThermoWorks Ecommerce Platform Offers Science & Perfect Steak With Thermapen
The ThermoWorks brand, founded in 1992 in Salt Lake City, is known for its passion for how science and technology can improve the cooking and kitchen experience. Although ThermoWorks sells dozens of thermometers and other kitchen gadgets, the brand is most well known for its Thermapen, the top-rated food thermometer by America’s Test Kitchen. “The Thermapen is the Cadillac of cooking thermometers,” said Tim Robinson, VP of marketing at ThermoWorks. The ThermoWorks website is a mix between an ecommerce platform, where consumers can buy products directly, and science publication, where those curious about how their gadgets work can dig into the brand’s content marketing and read “The Art And Science of Thermometry.” Shoppers get 10% off their first orders, and Thermoworks offers recipes and in-depth customer support including calibration by an accredited service.
4. Woman-Owned Verve Culture Offers Authenticity & Online Promotions For Popular Tortilla Press
Gifting and homeware brand Verve Culture, a woman-owned business, is known for working with artisans around the country. The brand’s red cast iron tortilla kit is probably its most famous product, featured in Vogue, Real Simple and on Refinery29. Verve Culture offers 10% off for shoppers who subscribe to the Verve Culture enewsletter and provides the classic recipe for making tortillas. Shoppers can buy directly from the Verve Culture ecommerce platform or other retailers that sell the iconic tortilla press. “Each of our kitchen, homewares and gourmet food products comes with the story of where it is made, by whom and the history of the item. We believe that exposure to new cultures and experiences brings joy,” explains Verve Culture. Brands that are culturally sensitive and leverage their origin stories can resonate with buyers.
5. Ninja Partners With BNPL Fintech Affirm To Facilitate Easy Purchase Of In-Demand Air Fryers
For smoothie lovers, the Ninja has long been a trusted brand. In recent years, however, the brand has become a popular choice for its air fryer line, with Consumer Reports rating one of the Ninja air fryers “excellent.” The Ninja website offers three different versions of the air fryer, with a comparison tool and “shop now” button for easy purchase direct from Ninja. Ninja works with buy-now pay-later (BNPL) brand Affirm, an increasingly popular option for brands looking to offer affordable and seamless shopping experiences.
By leveraging digital strategies that engage consumers, providing helpful content and easy payment options, while tapping into consumer trends, gadget brands are able to find success with ecommerce, DTC sales and create lasting brand loyalty.
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