Goal

Sur La Table’s Co-Op Program aimed to achieve two key objectives:

1. Showcase partner brands in a way that encourages incremental customer purchases.

2. Generate additional revenue by offering brands access to Sur La Table’s platform and engaged customer base.

The Challenge

The previous landing pages lacked a cohesive look and feel, failing to engage customers effectively. This was partially due to the lack of customization options for landing pages. The content relied heavily on vendor-provided images, with little storytelling or brand integration, making the experience less compelling and impactful.

The Solution

To elevate the program, my team implemented a more editorial and narrative-driven approach:

• Cohesive storytelling: Integrated partner brands with recipes to create a seamless and engaging shopping experience.

• Branded product highlights: Clearly showcased product features and benefits to educate and entice customers.

• Custom photography: Enhanced visual appeal with high-quality product imagery, elevating the featured brands and Sur La Table’s overall brand presence.

• Improved UX: By implementing a flexible CMS tool, designers created visually engaging landing pages that were easily optimized and scalable.

The Impact

• Increased engagement: Customers spent more time on the pages due to improved storytelling and visual appeal.

• Higher conversion rates: More compelling content and imagery led to an increase in product purchases.

• Stronger brand partnerships: Vendors saw higher value in the program, leading to expanded participation and increased revenue opportunities for Sur La Table.

This transformation positioned Sur La Table’s Co-Op Program as a premium marketing opportunity for brands, creating a win-win for both vendors and customers.