Responses by Chip Reingold, vice president of global brand engagement; and Rick Medeiros, vice president of digital transformation, Tupperware Brands.
Background: We designed the new Tupperware site with the modern consumer in mind. Our target consumer, a young and modern mother, is savvy, environmentally-conscious and craves smart design. She understands value and will pay for quality over a quick fix. She knows the Tupperware name but may be new to the depth of our quality, innovation and style. She follows home design, culinary and lifestyle influencers on Instagram, and is crafting her own approach to living her values beautifully. She could also be interested in finding an opportunity to make money and bring people together.
Favorite details: We’re proud of the entire site! We set out to create a consumer experience that shows just how innovative, iconic and relevant Tupperware is in our modern marketplace while providing a platform to easily find more information on the role of a Tupperware rep, as well as giving current reps a new way to capture leads. Specifically, our “Do Good” page provides a succinct overview of our sustainability and women’s empowerment values and initiatives.
We’re also proud of our product category pages, which list key value drivers, features and benefits. Our recipe section is stunning! Most visitors don’t know that we have in-house culinary experts and more than 300 exclusive recipe inspirations.
Challenges: Balancing the classic Tupperware offerings—like in-home gatherings and parties—with the needs of online consumers. We aim to appeal to both, without losing the simplicity and ease savvy shoppers expect.
Special navigation: Our “Find a Rep” feature, where you can easily search and find a local Tupperware rep. At its core, Tupperware is a brand that uplifts women, families and communities, and the Tupperware Party is the origin of it all. Today, parties are just one way to shop the brand, but this feature is for those who want that intimate experience. We designed a user-friendly, interactive finder inspired by dating apps. You can choose the rep that best fits you and connect with them directly. For those who want to shop direct, there is a supersmart search feature that lets them find both products and recipes to match their interests and needs.
Anything else? We launched the site with a roadmap in mind. We’re really proud of where our product detail pages are heading. Over the next six months, we’ll be introducing even more content: more recipes and entertaining tips, meal planning and prep ideas, pantry and kitchen organization strategies, interviews with key influencers and celebrity Tupperware fans. Each week, we’re adding new enhanced features like video demos, exclusive recipes, customer reviews, product pairings and bundles.
The US-Canada site is the first in a global rollout. Over the next few years, we will be adapting the entire experience for each of our worldwide markets. Considering the nuances of each region—from language to SEO and fulfillment—it’s no small feat, but we’ve got a great team of partners who are as visionary as we are. Tupperware is everywhere and for everyone, so it’s a charge that we are happy to take on.