Amazon is a high growth direct-to-consumer channel, but few DRTV brands tap into Amazon’s potential.
Fairfax, VA (PRWEB) August 19, 2014
KitchenTek®, manufacturer and marketer of the Wolfgang Puck Pressure Oven™, announces partnership with DNA Response, Inc., a multi-channel commerce company, to manage their Amazon.com retail presence as an exclusive channel partner in North America. KitchenTek is a partnership between Direct Holdings Global (formerly Time-Life) and Wolfgang Puck Appliances (WP). The Wolfgang Puck Pressure Oven was introduced on TV and on HSN earlier this year.
Under the agreement, DNA Response will exclusively market, sell, and fulfill the Wolfgang Puck Pressure Oven on Amazon.com. DNA will also provide proprietary marketplace intelligence and media efficiency tools as part of KitchenTek’s DRTV conversion strategy.
As product marketers build brands around the omni-channel consumer, comprehensive data intelligence visibility into each sales channel is critical to gauge the effectiveness of campaign ad spend. For KitchenTek, the combined value of DNA’s Amazon retail expertise and suite of data analytics tools made them the right solution to introduce the Wolfgang Puck Pressure Oven to Amazon with DR air-time in support.
“Amazon is a high growth direct-to-consumer channel, but few DRTV brands tap into Amazon’s potential,” says Tim Pearson, senior vice president at Direct Holdings Global (DHG). “DNA’s intelligence offerings enable us to be one of the first brands to launch on Amazon concurrently with a highly targeted DRTV campaign, allowing us to accurately forecast our revenue from a sales channel notoriously difficult to analyze.”
In order to incorporate Amazon into the omni-channel campaign, KitchenTek also relies on DNA to protect Amazon from unauthorized sellers and pricing violations that would otherwise threaten other retail channels.
“Because we’re targeting an interconnected audience, we knew that we needed to keep our pricing consistent. Whether a customer buys from our e-store, HSN or Amazon, the retail experience needs to be consistent and DNA’s channel protection tools give us confidence to do business on Amazon,” Pearson says.
“It is a great privilege to partner with KitchenTek, a company that offers new technology and solutions to improve our lifestyles,” says Ranjit Mulgaonkar, founder and CEO of DNA Response. “We look forward to launching additional new products from KitchenTek over the next few years and bring new and unique solutions to consumers’ homes.”
The 2014 model of the Wolfgang Puck Pressure Oven is equipped with Flavor Infusion Technology™ — a breakthrough in cooking featuring a moisture-sealed, low-pressurized chamber that infuses heat, flavor, and moisture into food.
Online shoppers can now purchase the Wolfgang Puck Pressure Oven on Amazon.com, including both the 2014 Wolfgang Puck Pressure Oven and the Wolfgang Puck Pressure Oven Rotisserie Series. The products are fulfilled by Amazon with a free shipping offer.
About DNA Response, Inc.
As an eCommerce channel partner founded by former Amazonians, DNA Response collaborates with leading brands to provide sales solutions and fulfillment services on a pay-for-performance basis, enabling product marketers to engage over 200 million potential customers in the world’s largest online marketplaces. Backed by proprietary marketplace optimization and data intelligence technologies, DNA provides enhanced visibility and insight into marketplace performance, maximizes product revenue and margins, and protects brand presence and channel pricing. Additionally, DNA’s turnkey solution helps its clients generate incremental revenue and protect margins while reducing operating costs.
KitchenTek is the collaborative partnership between Direct Holdings Global and Wolfgang Puck Appliances. The Wolfgang Puck Pressure Oven is available at http://www.PuckOven.com for $249.95. The rotisserie version of the Puck Oven retails for $349.