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!