Chef's Catalog

Online Nirvana for the Serious Foodie

Challenge: Update an old favorite's to brand better compete.

Kitchen wizards have long treasured the print edition of Chefs Catalog as a savvy source for high-quality bargains. The Chefs e-store (www.chefscatalog.com) has rapidly gained popularity too; it now nearly matches mail orders in sales volume. Chefs recognized that the e-store's growing visibility was a chance to evolve the brand's image beyond its bargain appeal and extend its audience beyond the catalog's cult following. So Chefs tapped Fluid to design its online makeover.

One critical factor to take into account: the new site should not alienate Chefs' devoted customer base - skilled amateur chefs more interested in serious cooking than glitzy marketing. The goal: creating an online chef's haven that is rewarding to these dedicated foodies and also entices a wider audience of online shoppers. This would let Chefs compete more effectively with recognized cookware retailers like Williams-Sonoma and Sur La Table.

Solution: Present a cornucopia of culinary content.

To differentiate the Chefs Catalog site from its glossy-lifestyle rivals, Fluid layered Chefs e-store with information that its customers would truly value. At the same time, Fluid kept the site clean, elegant, and easy to navigate. Recipes, chef profiles, ingredients, and accessories are cross-linked with cookware, so shoppers can explore complementary kitchen lore while remaining focused on a potential purchase.

To avoid overwhelming shoppers with visual clutter and distraction, Fluid's design employs sophisticated interactive marketing technologies that keep the rich content unobtrusive. For example, as Thanksgiving approaches, the site's home page features a pin-up-gorgeous roasted gobbler. Click on that photo, and the roasting pan product detail is displayed. Mouse over the roasting pan, and the image zooms in for a closer look. Or choose the accompanying recipe to see an ingredients roster (with cross-sell) pop up. Meanwhile, the focal product - the roasting pan - always remains in view.

Results: Shoppers love the new Chefs Catalog e-Store - Soup to Nuts.

Comprehensive user testing validated this "Serious Foodie Appeal" redesign strategy. A ForeSee Results Online Customer Satisfaction Survey gave Chefs new site a top rating; it now equals the top five out of 100 largest online retailers in customer satisfaction. "Our customer satisfaction index is very positive," reports Chefs Catalog senior vice president of marketing Tim Littleton. "We feel the investment will pay off, and to a great extent, it already has." Higher repeat purchase rates have already made an impact.