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Social Commerce - a Massively Distributed Party Platform

Challenge

Pampered Chef (PC) thrives on 'house parties", where thousands of creators host cooking parties for a dozen friends. Parties involve social interaction and recipes, and feature demonstrations of PC kitchen products. When the pandemic hit, house parties went to zero. At first, PC tried to duplicate the party with Facebook groups and videos, but that created friction because the PC hosts had to jump through many hoops, videos were canceled arbitrarily, and “party advertisements” were being flagged as spam. Worse yet, PC had almost no insight into metrics around participation or audience reach, nor any smooth path from the video party to Ecommerce sales.
 

Solution

The solution was to natively bring the entire video hosting, broadcast and marketing platforms, and analytics into the PC website while allowing it to interact with established social networks like Facebook. On paper, this looked like a huge undertaking. Enter Interplay: with the ability to wrap connectors around exposed APIs from the video platform, in-house systems, and a scalable cloud-based data architecture, we were able to deploy an entire social commerce 2.0 demo-and-sell platform in a matter of 27 weeks.

This social commerce solution involved the following:

  • Creation of 180 API wrapper connections to allow drag-and-drop connectivity between services via Interplay
  • Integration of 17 third-party services
  • Connect with a party scheduling platform
  • Integrate these with PC’s existing database of thousands of cooks, creators, and chefs
  • Push the entire thing out to Pampered Chef’s production website with an easy-to-enroll, easy-to-broadcast party hosting system
  • Capture all metrics and consumer information for a seamless journey into the Ecommerce and order management systems

With its own branded platform, Pampered Chef significantly increased consultant and guest engagement. The easy access to assets for consultants to prepare parties gave more control to crucial stakeholders in Pampered Chef’s business.

Results

Pampered Chef significantly increased consultant and guest engagement with its own branded platform. The easy access of assets for consultants to prepare parties gives more control to key stakeholders in Pampered Chef’s business.

  • 112,000 users within the first 6 weeks of launch
  • 175,000 users within the first 3.5 months of launch
  • As of December 2021, the average order increased to $820 per party (up from $450 on Facebook).
  • Conversion rate (recruiting more consultants) has increased from 6.2% to 7.3%

Production

Pampered Chef's Table platform was built in just 8 weeks using Iterate's low-code platform, Interplay.  PC's Table platform was deployed to production in the 12th week after passing tests and gaining security approvals from Pampered Chef's IT team. The entire Table app runs on Interplay in a run-time environment hosted in the cloud.

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