Customer stories

Cuisinart accelerates direct-to-consumer online sales

One of the leading innovators of American houseware products uses our DXP to future-proof their website for continuous growth.

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. 


Manufacturing and distribution



It would be remiss of me not to tell you how amazing the Whereoware team is! I work with a lot of agency partners, and the current team has been extraordinary during this heavy lift. Very knowledgeable, patient and giving this project their 110%.

Christine Kapp
Senior Digital Marketing Manager, Cuisinart

We are so grateful to have partnered with Whereoware on our website launch. It's heavily data-driven, with over a dozen complex integrations, and Whereoware successfully completed the project in just six months. Our Project Managers and Digital Strategists were AMAZING. We are so excited to continue our partnership and plan for our bright future.

Mary Rodgers
Director of Marketing Communications , Cuisinart
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Whereoware is a full-service digital experience agency with over ten years of working with the Optimizely platform. Our focus is to drive growth and impact through integrated digital strategies. We’re a Platinum Partner, 2x Partner of the Year; and 6x Optimizely website award-winner. We have expertise across Optimizely Digital Experience Platform, Optimizely Content Management System, Optimizely Customized Commerce, Optimizely Configured Commerce, Optimizely Product Recommendations, Optimizely Content Recommendations, Optimizely Personalization, Optimizely Digital Asset Management, and Optimizely Data Platform. As a full-service agency, we offer end-to-end digital experience optimization in Strategy, Consulting, UX, Creative, Technology, Implementation, Marketing Activation, SEO, PPC, Data Analytics, Strategic Research, App Development, Salesforce Integration, and Process Management and ongoing support leveraging the Optimizely platform. We’ll design, build, optimize, and personalize your website, maximize AI tools, and integrate your earned/paid marketing strategy to achieve customer acquisition, retention, and maximization goals. We’ve launched 50+ Optimizely websites (plus 150+ websites on alternative platforms) and integrated with: – Salesforce / CRMs – Marketing platforms – Self-service portals – BI / Analytics tools – CDPs – Data integrators – Social/user generated content – Mobile apps
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