The Ask
McCormick Co uses their multiple websites to inform users about their brands and products. They wanted to find ways to better utilize these properties to create better engagement opportunities as well as promote more e-commerce moments within their sites.
As innovation partners we collaborated with them to drive a long term product vision on how the ecosystem could evolve to help achieve these goals.
The Answer
After initial product workshops and prioritization of opportunities we focused on building a foundation that we could grow upon.
I partnered directly with third party developers like Whisk to build in initial list building capability within the McCormick.com.
Strategically allowing target content with machine learning as well as drive immediate commerce integration into the places where users visited most, recipe pages.
First step was to integrate list building into the site and make it easily available within recipe pages.
Evolution
We continued to evolve thinking into the greater ecosystem with the inception of McCormick meal planner. A tool that the consumer could use across their devices to plan their weekly meals and shop them at their favorite stores at the same time.
This include integration of single sign on, shared data sources across app and web, as well as design and integration of the new tool into app and web spaces.
I worked to define how data would be passed across the ecosystem to allow for personalized experiences regardless if the user was on the APP or the website.
I lead the team in UX design across devices and platforms, ensuring consistency of functionality across the experience.
App experience allowed the user to seamlessly shop their meal plan on their mobile device.
Personalization and Optimization Strategy
The ability to capture preferences helped us personalize the users recommended recipes, products and CRM email content.
I worked to define additional opportunities and strategies for personalization and experiments. Testing and learning in combination with machine learning through SiteCore AI helped to increase the users engagement across channels.
Capturing preferences allowed us to begin defining the consumers 360 profile. Ultimately continuously updated with behavioral data, it allows us to create efficiencies in targeting personalized communications.
Full commerce integration
McCormick wanted a centralized store where all of their products could be available for purchase. They wanted their whole ecosystems to be connected by commerce and data.
Building upon our previous foundation, we partnered with Shopify to help drive commerce and build on 360 profiling.
I lead the systems integration and ecosystem strategy while guiding the CX Strategists, UX / UI designers on their roles work.
Beginnings of an e-commerce ecosystem map and the future. As we partner with McCormick, we continue to look for opportunities to expand and evolve their platform to create shoppable moments.
The Results and the Future
As we iteratively added upon the McCormick ecosystem, the initial product evolutions showed promise.
We achieved KPIs in new sign account sign ups, giving us opportunities to drive personalized content with 360 profiles. E-commerce sales elevated as well, through the integration of the meal planner tool and list tools
This system continues to grow and evolve with the next steps a full commerce integration and combined store. Looking forward to continued success.