The King Arthur Flour Company is an American supplier of flour, ingredients, baking mixes, cookbooks and baked goods. Founded in Boston, Massachusetts in 1790, King Arthur Flour is now based in Norwich, Vermont.
As one of America’s oldest and most beloved companies, King Arthur Flour (KAF) has to continually raise the bar on how they engage with their loyal customer base. While most of King Arthur Flour’s business is wholesale and retail, the direct-to-consumer (D2C) channel is the company’s priority business line to enhance. To make this happen, KAF set out to build a brand-driven digital experience that would increase top-funnel engagement among the 2,000+ baker-tested recipes, ultimately leading to more people purchasing from the online store. Not only would the new site’s CMS and commerce platform need to work well together, but KAF envisioned a contextual commerce experience that would delight both customers and the marketing team.
Up until the last decade, KAF’s goal was to be included in physical recipe books. Today, customers demand information when and where they need it, not just in their kitchen cupboards. With rising customer expectations and rapidly changing online habits, KAF needed to evolve with the change. But with its outdated legacy systems, custom java-based systems for its CMS and commerce platform, and flat-file HTML, CSS, and .js—along with three different content publishing systems—KAF’s small team couldn’t keep up with the needs of the digital marketing team and deliver integrated customer experiences.
Working with Third and Grove, KAF focused on improving the usability and integration of the most important piece to the contextual commerce experience—recipes—simplifying the reimagined recipe page to highlight key information so people can easily use it. Additionally, they designed the site to seamlessly lead people to the commerce site while they are considering a recipe, a 100% natural, contextual commerce experience.
KAF’s mission—to be the ultimate resource and inspiration in the kitchen—was accomplished, thanks to the new content-driven commerce experience. The KAF team is thrilled with the fresh look, new workflows and the speed at which they can tackle digital challenges. Overall, KAF now has a scalable platform that will ensure they can continue to engage bakers who are exploring new ways to engage with the brand.