Unifying Best Ecommerce Practices for KIND

AUC gave KIND a top-shelf digital shelf with 20% more share.

KIND wanted to unwrap their ecommerce potential. Their brick-and-mortar sales far outpaced their online sales. They needed to be as visible, appealing, and appetizing in e-comm as they were in stores. After auditing their digital shelf presence, we recommended overhauling assortment, availability, search, Product Detail Page (PDP) content, and activation. Our perfect store strategy unified best-in-class practices from search to checkout. We expanded paid search from brand terms to broader top performing category terms, increasing share by 20%. We updated 80% of the online catalog, creating new PDPs with enhanced content that was optimized for search. We won new customers by activating around new products and digital couponing, and re-activated lapsed buyers with purchase behavior data. Compared to prior year, Kind business grew 50% on Amazon Fresh as assortment doubled, and they gained 75% on Instacart. Now those are our kind of results!

RESULTS

Outpacing online category growth and growing share on major platforms

ONLINE SNACKING LEADER

ONLINE PERFECT STORE EXECUTION

ONLINE PERFECT STORE EXECUTION ONLINE PERFECT STORE EXECUTION
ONLINE PERFECT STORE EXECUTION ONLINE PERFECT STORE EXECUTION

ENHANCED CONTENT

PAID SEARCH SPONSORSHIP

PRODUCT DETAIL PAGE

Return on Investment

3:1

ROI from full-funnel digital marketing tactics

+75%

2021 YTD share gains on Instacart vs 2020

+50%

Amazon Fresh assortment online doubled

Return on Engagement

+300%

YoY increase in impressions across top retailers

+63%

YoY click through rate increase at Target

Return on Relationship

PREFERRED BETA TEST PARTNER

As a result of KIND's omnichannel focus and dedication to acelerating online growth, retailers began to see the brand as a preferred partner for beta opportunities on their retail media networks

 

First to test Kroger's Private Marketplace

Beta tested Instacart shoppable video ads