Oneida Continues to Improve Online – and Frontline

“Oneida, the #1 tabletop brand and leading direct seller of flatware in North America, relaunched its website (http://www.oneida.com) on the LCG Commerce platform powered by Magento, resulting in a thirty percent increase in fourth quarter traffic. The move stems from Oneida’s ambitious goal to continue to outpace the market and increase its share of the market. The Magento’s platform was chosen as the foundation to foster this growth in Oneida’s direct-to-consumer business.”

While this move is focused against the consumer direct  market, there can be little mistake about the attention that Oneida is giving to its customers in all segments. With many tabletop product companies performance reflecting the economy as a whole, it feels to me that Oneida has decided the answer lies with going to market with a more efficient, more targeted approach  to their customers. Service and how easy you are to to do business with can certainly be a point of difference to give competitive advantange. What is impressive with Oneida is that they are complimenting these “back of the house” technology changes with a strengthening of their front line Oneida foodservice  field organization, as well.

Great to see this venerable brand continue to innovate and  lead.