Some details
Let’s get cooking!
Vorwerk is a global household brand famous for the Thermomix kitchen appliance, a super tool capable of cooking just about everything. Vorwerk has a very unique way of engaging with its customers relying on word-of-mouth, and an incredibly loyal and passionate community that recommends and recruits new customers.
In addition to selling Thermomix, Vorwerk monetizes on content
through Cookidoo, an online platform that provides recipes and cooking ideas to global Thermomix users.Where did we start?
In order for us to get a better understanding of what needed to be addressed with Vorwerk’s email strategy, we conducted a process of discovery consisting of desk research and stakeholder interviews with members of the international, Spanish and French teams.
This process of discovery allowed our team to get to know the Vorwerk brands, the teams behind it and the processes that are in place when it comes to planning and executing email marketing campaigns across different markets.
In addition, our research helped us map out the entire customer journey for Thermomix and Cookidoo, which in turn led us to identify opportunities and pain points that customers experience at different stages of the journey.
Onboard, convert, retain
The core goals of Vorwerk’s email strategy for Thermomix and Cookidoo are to onboard, convert and retain customers. By looking at every step of the journey and literally stepping in the shoes of users, our team was able to identify the challenges the brand was facing in connecting with its audience and delivering on their expectations.
More info:
https://www.elespacio.net/work/vorwerk
