Building Connections in the Kitchen: How Thermomix’s Community Thrives
Strategy - Design - Development
Cooking up a great community
with Thermomix
If you don’t know who Thermomix is, your kitchen is definitely missing one of the greatest tools available. This multicooker does it all: it blends, whips, chops, kneads, steams, salutes, and, of course, cooks.
One of the most advanced kitchen tools, owners have access to over 80,000 guided recipes that sync to your Thermomix screen, helping you to create an effortlessly delicious cooking experience.
The product experience created something remarkable for a brand: organic brand ambassadors. Some of these loyal customers had created followings of over 40,000 people where they would discuss and share recipes and tips.
Vowerk, the company behind Thermomix, recognised that nurturing these communities across various social media platforms would give their customers a fragmented brand experience. They decided to connect their brand ambassadors through an online community.
4 Roads built this community in 2018 with functionality that allowed Thermomix to build experiences as unique as the brand itself and, importantly, experiences that could be enjoyed in many languages. A multinational community needs a multilingual solution.
The Thermomix Community flourished. Thousands of pieces of content were created, viewed, and engaged with. Ninety per cent of these online community members were active in their groups.
The best chefs create new recipes;
the best businesses create new experiences.
Great companies don’t rest when they are ahead. Thermomix intended to invest further in technology that supports their customers by creating a community app that customers can use on the go and in their kitchens.
Social Media
for Your Stomach.
Working closely with Thermomix Community Stars, the Thermomix brand ambassadors, the Community Stars Platform showcases these influencers to the entire community and what they have created alongside discussions to spark other users’ creativity.
What happens when you give a thriving community an easier way to connect?
Great Things!
Users Increased:
3.85% increase in active users
6.82% increase in unique viewers
Engagement Increased:
3.15% increase in unique engagers
8.83 weekly sessions per device
Interaction Increased:
10.1% increase in interactions
92.1% increase in viewed content
Contributions Increased:
8.49% increase in unique contributors
7.34% increase in active content
How 4-Roads
did this:
4 Roads created the initial community for Thermomix using the Verint Community Platform. This decision was made in part because of the open capabilities of a Verint Solution. As a community platform, it is designed to be added to and improved when new technologies are available.
At 4 Roads, our starting point is always the community itself. Without people, your community is worth nothing. But get the approach right, and your community is invaluable.
With Thermomix already having a thriving community, the required app could not be separate from the community; it had to be thought of and implemented as an additional feature.
The users had to want to use the app, which meant it needed to be designed with the same tools and functionality that the brand ambassadors had come to expect from the existing community.
All of this was incorporated into our design, and as a result, 99% of Thermomix’s original active community have registered and downloaded the app on at least one device.
Turning our attention towards engagement, a mobile app gives users the ability to receive push notifications and access the community in an offline setting. These techniques make social media networks sticky, and it is no different for an online community. The easier it is for your users to access their community in real-time, the more engagement will increase.
Bringing all of this together has allowed Thermomix to improve its member experience and gain a better understanding of its customers. By investing in tools that work for its community, Thermomix has further engaged its community, and with that, it continues to grow.
Ready to Stir Up Your
Community Success?
At 4 Roads, we believe that a thriving community is the recipe for long-term business success. By blending innovative technology with a deep understanding of user needs, we helped Thermomix create a seamless and engaging experience that turned customers into lifelong brand advocates.
If you’re looking to connect, engage, and grow your community, let’s cook up something amazing together. Reach out to 4 Roads today, and let’s start creating experiences that matter.