SharkNinja Unifies DTC E-Commerce Experience, Installs AI-Enabled Support
SharkNinja, which manufactures brands for the Shark and Ninja product lines, has unified its commerce strategy, launching a single dedicated direct-to-consumer e-commerce platform for the flagship brands, supported by AI initiatives that streamline the shopping experience.
The company is working with Salesforce to optimize DTC engagement efforts and help create customizable experiences across different markets while keeping shipping operations agile and reliable.
The site is also supported by an AI-enabled Agentforce customer service platform, which automates assistance so SharkNinja teams can focus on "high-value interactions that deepen consumer relationships."
The new site features a mobile-first design that integrates a social-focused experience by highlighting trending products and posts so consumers can continue to engage online. Additionally, once consumers complete their purchases, they gain access to a hub that houses warranty information, FAQs, parts and accessories.
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Consumers will also find recipes, community stories and user-generated content. The centralized website aims to support consumers through the entire product lifecycle.
“With the reimagination of SharkNinja.com, we are bringing our Shark and Ninja brands under one destination, making it easier than ever to explore, shop and be inspired by the problem-solving innovation behind SharkNinja," CEO Mark Barrocas said in a statement.
The company is also expanding its AI capabilities to its wholesale channels as part of its efforts to create an end-to-end connected shopping experience.
The e-commerce upgrade aligns with recent leadership shifts at the company. Earlier this year, the company hired Mike Harris to shape the SharkNinja's tech ecosystem, focusing on agile development and technical excellence.
Additionally, SharkNinja has been focusing more on brand growth, hiring Michelle Crossan-Matos as its first-ever chief growth officer. She is working on growing the company’s consumer-first efforts (including call centers and the consumer experience organization) while driving a consumer-centric growth roadmap.
