Case Study
How a leading CPG brand accelerated digital transformation
– Overview
Making the move to direct-to-consumer is challenging. Not only are there growing pains all over again, but ensuring the online buying experience matches the needs of your customers is vital. This is the story of how a consumer products company accelerated the digital transformation for one of its CPG brands through visual commerce.
As is the case for many CPG brands going digital for the first time, the eCommerce website resembled a static product brochure, lacking any content catered to the needs of its audience to help them reach buying decisions. Yet, this wasn’t because the brand didn’t have relevant content. Far from it, in fact. The brand had a collection of engaging videos, educational articles, and inspiring social posts that were stuck in silos across its different marketing channel.
%
eCommerce sales growth
Challenges
Bolster eCommerce success: grow online sales, increase volume of transaction & order frequency
Emulate the same success for eCommerce that they achieve in a retail store setting
Optimize the buying experience across their online store
Bring content into the buying journey from different channels without added cost or resource
Improve conversions with personalization that would tailor content to shoppers & their interests
Help shoppers find the best & most relevant products quickly & easily
Enable shoppers to easily move from education to conversion
Access real time customer data
End result
With Knexus in place, the brand is able to deliver highly personalized and contextually relevant content experiences that support their customers. As a result, eCommerce sales improved by 32%. By unlocking the brand’s earned and owned content, enriching it with intelligence, and integrating it across individual buying journeys, the team has been able to create much richer shopping experiences. Drop-offs are down by 14% and engagement up by 37%.
Through visual commerce, the brand has achieved a scalable and repeatable approach to the delivery of one-to-one buying experiences – for one customer or one million.