Cuisinart gets cooking online
Our phased approach is the winning approach. As a new national distributor for Cuisinart, Lapine used a phased plan to build business for Cuisinart online. In Phase I, we implemented a drop-ship solution for existing customers. We worked with Cuisinart sales management to create a core assortment that met each retailer’s merchandising needs, got the goods in stock, and shipped in near real-time. Phase II focused on expanding sales in existing strategic channels. Phase III: channel expansion and sales training. Results were delicious – sales with existing customers increased nearly 30% – not a single shipment went to an unauthorized dealer – while channel expansion led to a 108% growth in sales.