Plating profits: Inbox Commerce strategies for kitchenware marketing
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Plating profits: Inbox Commerce strategies for kitchenware marketing

Published : January 25, 2024

In 2023, the global kitchenware market generated a revenue of US$17.30 billion and is projected to have an annual growth rate of 3.83% (CAGR 2024-2028). Any industry of this size must keep up with cutting-edge technology to maintain the growth curve. In the realm of marketing, it means moving away from conventional push notifications and generic messaging. It calls for closer attention to customer convenience and extra efforts to create personalized conversations with them.

Inbox Commerce makes all of the above possible.

Let us look at this technological innovation in detail and see how it can further the marketing goals of the kitchenware industry.

What is Inbox Commerce?

Inbox Commerce is all about marketing products/services, engaging with customers, and conducting transactions right inside emails and messages (SMS and WhatsApp).

Inbox Commerce simplifies the customer experience, making it ultra-convenient for users to connect with brands. They can effortlessly buy products/services without redirects to sites and apps.

A typical example would be RCS messages showcasing products and letting users choose and pay inside the message. Similarly, brands can use a WhatsApp Business Account to offer their entire product catalog and accept payments within WhatsApp.

At the heart of Inbox Commerce are three technologies – RCS (Rich Communication Services), WhatsApp Business, and AMP for email. They comprise the foundation of Inbox Commerce and have become the most influential tech combo for innovative marketing and conversion.

Here are a few marketing use cases of Inbox Commerce in the kitchenware industry:

Enable product showcase and search within AMP emails

Use the dynamic qualities of AMP emails to showcase the entire range of products within a single email. You can use high-res images, videos, GIFs, and other design elements to display product catalogs and elaborate on their unique features.

You can even embed an in-email search bar for customers to type in keywords and find specific items. It works exactly like a website/app search bar, except that it operates inside an AMP email.

Offer holiday/occasion shopping lists using WhatsApp Business

Is it the week before Thanksgiving? Why not send customers a WhatsApp message listing all the holiday essentials? Send them images, descriptions, and purchase links for a turkey carving board, food thermometer, serrated knife, gravy boat, turkey baster, etc.

Customers can pick what they need, place the order, pay, receive confirmation, and track delivery – all within WhatsApp.

Excite your audience with culinary challenges through RCS messages

New Year, New You? Why not send across a smoothie challenge for the month? Almost everyone is trying to turn over a new leaf in being fit, and your message can help them get to that goal with a healthy kale and green apple smoothie!

Send RCS messages with vibrant images, detailed recipes of the day (which can be compressed into collapsible headers to save screen space), and tracking mechanisms so that participants can monitor their smoothie intake and health vitals. Pair these with healthy meal and exercise information so customers can take their dedication further.

The dynamic features of RCS messaging allow marketers to display all relevant information in vibrant, eye-catching formats. Users don’t get bored, and they don’t abandon the challenge midway.

Showcase your sustainability within AMP emails

Do you have a sustainable line of cookware, such as utensils with non-toxic coating, sustainable shipping, and complete transparency about sourcing and materials?

If yes, shoot off an email detailing the above. Proudly display images of earth-friendly kitchenware; don’t forget to dive into the stories behind their manufacturing.

According to the Harvard Business Review, “Our research suggests we’re on the brink of a major shift in consumption patterns, where truly sustainable brands — those that make good on their promises to people and the planet — will seize the advantage from brands that make flimsy claims or that have not invested sufficiently in sustainability.”

Be honest about the sustainable background of your products and provide authentic references for all your claims. Use the various elements supported by RCS messaging to give customers a compelling reason to buy your products from a practical and ethical point of view.

Give home chefs a chance to show off via WhatsApp Business

Kitchenware is just the beginning of the culinary journey. The end comes with the delectable dish, plated perfectly, ready to delight hungry tummies.

Let your customers display their creations with pride. Send them an invitation via WhatsApp to cook and upload pictures of dishes they made with your kitchenware. Folks can directly share images to your brand’s WhatsApp channel.

Showcase the best images on your brand’s social media channels, and remember to tag the creators. Celebrate your customers’ skills, and you have a high chance of turning them into brand loyalists.

Make life in the kitchen easier using RCS messages

Cooking is an art and a science. It is also hard work. Most people do not have the time, energy, or resources to create elaborate meals from scratch daily. But that does not mean they should not eat well.

Use RCS messages to send quick, simple, and delicious recipes that folks can whip up in as little as 20 minutes or so. They can even be one-pot recipes requiring speedy chopping and throwing ingredients together. As with AMP emails and WhatsApp, RCS messages allow marketers to send vibrant images that stir the imagination and the hunger cues.

In the periphery of these recipes, advertise the items in your catalog that would go with the prepping directions. For example, does a recipe need a lot of chopped onions? Talk about your cutting board and kitchen knives or a chopper.

If a culinary celebrity or a public individual with a significant audience trust talks well about your pots and pans, chances are that people will be swayed instantly. In other words, folks trust Gordon Ramsey more than any brand trying to make a sale.

Collaborate with culinary influencers to garner more attention for your message – your products are good and provide tangible value. Showcase their image/video/quote front and center in the AMP email. Create a list of “Gordon recommends” items and place purchase links for each.

It would be a great idea to ask a celebrity influencer to offer a recipe or two to get customers started with the new products they bought from you.

The Inbox Commerce recipe for success

Simplify the search, scrolling, and selection of products and make the payment process quick and easy with Inbox Commerce. Delight your customers with a level of convenience they have not experienced before. Not only does Inbox Commerce offer wide-ranging novelty while engaging customers, it also helps them save time and effort and prevents them from dropping off mid-way. Most users don’t bother to click links and navigate away from a message or email to finish a purchase.

With innovative and profitable marketing, Inbox Commerce can do much for the kitchenware business. If you’re already curious, contact us. Let’s talk about leveraging Inbox Commerce to boost your marketing ROI. Understand how you can benefit from our expertise and experience.

Serving over 6,500 customers across 40 countries, Netcore delivers over one billion inbox experiences every day – including 500 million emails and 700 million push notifications. Netcore’s AI is trained on 25 billion+ interactions from 1,300+ eCommerce stores, making it an invaluable asset for kitchenware brands.

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