This webinar presentation explores how Cuisinart is using data analytics to better connect with customers, and provides the latest market research from 100 leading brands. Topics include: • Role of the CMO and how to succeed in a decentralized organization • Driving strategy, making smarter choices and impacting efficiency • Shaping all aspects of digital • Measurable KPIs • Customer journey -- opportunities to connect • How brands connect with customers (case studies)

1. Cuisinart:
Bridging the Physical and the Digital

2. 2
Housekeeping
• Ask questions
• Use the control panel at the right of the screen
• Expand the question window and submit your
questions
• We will answer questions at the end of the
webinar
• Webinar recording
• Webinar will be recorded and posted at
www.housewares.org

3. Presenters
Mary Rodgers I Director, Marketing
Communications, Cuisinart and Waring
Mary has more than 20 years of experience in the
housewares and tabletop business. At Cuisinart and
Waring, Rodgers oversees social media campaigns,
consumer and trade advertising, PR, consumer
promotions, sponsorships, and Cuisinart's National
Bridal Program. Under her leadership, Cuisinart has
received multiple awards for its marketing campaigns
from several industry organizations.
Ben Lockett I VP of Consumer
Appliances and Outdoor Goods
Ben, a former tank commander with the British
Army, oversees Registria’s Solutions for the
clients in the Consumer Appliances and
Outdoor Goods industries. In addition, he
runs Registria’s Inside Sales Team. Ben has
significant experience in helping companies
understand the technologies available to get
maximum value from customer data.

4. Presentation Topics
• Cuisinart Business and Challenges
• Role of the CMO and how to succeed
in a decentralized organization
• Driving strategy, making smarter
choices and impacting efficiency
• Shaping all aspects of digital
• Measurable KPIs
• Lessons Learned

5. Cuisinart Overview
Parent is Conair, a private company
• Global, Decentralized and Flat
• Entrepreneurial environment
Cuisinart
• #1 brand in retail housewares
• Iconic food processor launched in 1973
• Extensive high-end product line in
kitchen and outdoor grilling categories
• Channels: specialty, department, online,
clubs, grocery, premium incentive

6. Cuisinart Today
• Major shift in consumer shopping behavior
• Significant drop with instore traffic
• Transparent pricing
• Mature business
• Lifestyle shifts
• Integration of technology into work process
• Time, ownership and buy-in by agencies
• Continuing to grow our business
• Digital transformer
• Agency wrangler
• Data expert
• It’s no longer test and deploy, it’s finding
solutions and working across silos
• Not letting technology impede strategies
• Using the tools
Current Challenges Tech’s Impact on the CMO

7. Going from Shooting Fish in a Barrel
Before: Shoot fish in a barrel Now - making intelligent decisions
I have an idea Test
Retry Analyze
Before
STRATEGY
• More than listening
• Answering questions
• Closing the sales loop
• Making path to purchase
more efficient
• Data collection on
actual purchases
• New understanding of
consumer preferences
Consumer
Data
Channel
Management
Social
Listening

8. Social Listening in Action
• Growing our business with first
time consumers
• What subjects are these
consumers conversing around
• Perform lifestyle and life stage
analysis
• Develop custom content for this
specific consumer group

9. Strategic Content Development
• Video is becoming the core
of cooking conversation
• Gained insight into what
consumers wanted to see
• Promoted more visual and
video content
• Received positive feedback
and much better reach than
other types of posts

10. Creating a More Efficient Path to Purchase
• Programmed pricing strategy
• Drive consumers directly to
those retailers
• Focus on retailers that stay
within pricing strategy
• Ability to track and analyze
consumer behavior

11. Understanding Consumer Preferences
• Faster registration for consumers
• Improved customer experience
• Makes data collection seamless
• Able to market to consumers
immediately
• Gives marketing easy access to
consumer purchase data
• Next phase, integration into CS Center
CUISINART

12. If It’s Important, Measure It
• What is it you want to
improve?
• What is important to your
business?
• Sometimes discovery
dictates measurement

13. Lessons Learned
• CMOs and CIOs in partnership
• Digital transformation is hard work
(bite off what you can actually digest)
• It may not work the way you envisioned
• Getting the kinks out
• Sometimes the obvious is overlooked
• Work with technology companies that
assist in planning for success

15. •
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18. 9999-NTL81769
Customer snaps a photo to register via
Text, Facebook Messenger, or Online

20. Brands Business Goals
• Create memorable onboarding
and VIP buyer program
• Generate actionable customer
research
• Improve ratings from 2 stars
• Expand service plan program
and increase revenue
Impact and Outcomes
• 8X ROI among VIP buyers; 36%
increase in YOY revenue
• 2X registrations. Track retail
purchase patterns and measure
brand sentiment
• Improve average ratings to 4.5
stars. Impact retail sell through.
• Increased leads by 3.8X generating
additional $15 per registered buyer

21. © Registria 2017 | Confidential

22. Source: Registria