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Cookcraft.com
CookCraft: Quality Kitchenware on the Net
What do you get when two business men with a combined quarter century of experience in Commercial Catering equipment join forces with Anton Edelmann, Maitre Chef des Cuisines at the Savoy Hotel in London? The answer: CookCraft, one of the first companies on the net offering quality kitchenware.
Started in 1997, by Nigel Farmer and CEO Richard Stell, CookCraft uses the net to supply high quality items to the home chef at affordable prices. They benefit from Anton Edelmann’s first-hand experience to source the very best, practical cookware and stylish tableware which are used in the top restaurants and hotels in Europe.
Built on powerful, yet flexible Intershop4 technology by English Intershop Solution Providers Bluechip and FibreCity, CookCraft’s online shop is both comprehensive and easy to navigate. Shortcuts to each category of kitchenware are complemented by the showcase which displays favorite items at a glance. Anton’s Guide helps customers choose the right kind of equipment, so the enhancement of their cooking and entertaining experience is anticipated by the ease of shopping at CookCraft.
With such a diverse specialist online shop, Richard Stell needed to make sure that he optimizes visitors’ shopping experience. Exody’s ShopSuxess enables him to do just that by providing immediately actionable information in a straightforward manner. Richard explains, "We constantly monitor the traffic from various referring sources and the products viewed and purchased."
While previous weekly web site visitor analysis only supplied general traffic patterns, Richard is now able to figure in revenue and sales figures. Based on the new daily ShopSuxess analysis, he says, "modifications are then made to the navigation and pricing to see the effect on conversion rates." CookCraft is thus able to react to changes or problems in the customer experience of their online store much faster and with a more detailed understanding than ever before.
ShopSuxess also allows Richard to optimize his ‘Return on Internet’, as he emphasizes, "By constantly reviewing ShopSuxess data, we have been able to improve conversion rates dramatically." At the (improved) bottom line, ShopSuxess has proven for CookCraft "an invaluable tool in understanding the shopping habits of the visitors to our site."
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