World Kitchen
A Magento build to unite seven brands
World Kitchen's digital partner for more than three years running, Reborn have helped to strengthen the consumer goods brand and ready it for e-commerce through iterative website development and launch cycles.
When our partnership began in 2008, too few Australians knew that Baker's Secret, Corelle, CorningWare, Ekco, Oxo, Pyrex and Visions were among World Kitchen's family of brands. That they were serviced by disparate websites only which fractured consumer understanding further. In response to World Kitchen's brief for a redesign of their flagship website, Reborn proposed its unification, as well.
1000 product skews, 1 website
We recommended a one-stop shop for online browsing and product research to facilitate greater awareness, education and cross-promotion. Identifying Magento as an appropriate platform—the fastest-growing e-commerce product on the market and one that could satisfy World Kitchen's content management needs—we began a six-month build to integrate seven websites, 600 products and more than 1000 product skews.
"Most agencies design websites for Magento, but we designed Magento for World Kitchen," says Scott, the Technical Director at Reborn. "We developed functional requirements based on their business, and whatever didn't come out of the box with Magento, we custom built."
User experience underpinning its back end
With a clear focus on the user journeys, our first launch with World Kitchen unveiled a robust, scalable structure allowing for back-end categorisation of products across brands and end-user filtering of products by category and/or brand—multiple entry points to core content and a powerful, advanced search feature.
Reborn managed the structural build, cross-browser and platform quality assurance testing, and the migration of content from individual brand websites, including product shots, details and links to retailers like Myer and David Jones.
"The cleanliness of the website's design and its overall ease of use totally belies the size and complexity of the database driving it," says Scott.
Ongoing development and partnership
In January 2011, we re-launched WorldKitchen.com.au and took the wraps off of an integrated e-commerce facility. While the brand's primary focus is driving informed consumers to retailers, World Kitchen also has a sizeable regional consumer base that is served well by online capabilities.
"Our partnership with World Kitchen continues," says Sabir, Reborn co-founder and managing director. "We're looking ahead to include social integration and search engine optimisation in future development cycles, and our technical support is ongoing.
