Baking & Snack - May 2022 - 44

E-COMMERCE
FROM ONLINE TO
ON THE SHELF
example, prioritizes building a personal relationship
with customers so that they keep coming back.
" As soon as we get reviews through our Shopify
stores, I reach out to each of our customers. I'm able
to set up calls with them and crowdsource more data
about what they're looking for within the snacking
industry, " said B.T.R. founder Ashley Nickelsen. " We
get this one-on-one time, and we know who they are. "
Having an online rating and review system is great
for gathering valuable consumer feedback, but it's
also a necessary tool for driving customer conversion
to a brand's product.
" The number of reviews shoppers want to see in
order to feel comfortable making a purchase is important
and becoming larger, " said Stephen Chriss,
vice president of digital commerce and omni shopper
marketing, Campbell Snacks, Camden, NJ. " One
to 10 ratings/reviews has a 40-plus % conversion rate,
whereas 100-plus ratings/reviews has over a 200%
conversion rate. "
Regardless of a brand's online strategy, it's imporOnline
ratings and
reviews are critical
for driving customer
conversion.
Campbell Snacks
tant they start small and realistically assess what the
size of the prize is. With so many additional touchpoints
and labor behind the scenes, profitability is
one of the biggest challenges for online food sellers,
so companies have to make sure they don't stretch
themselves too thin.
" I've seen a lot of small brands get really enthusiastic
about getting out and getting everywhere, but
there's just not enough time in the day to do that, so
Many brands that have long been on grocery
shelves are expanding online, but some
newer brands are doing the opposite, turning
their online success into in-store growth.
To pull off this transition, companies must
understand who's buying them online, explained
Sam Gagliardi, senior vice president
of e-commerce, consumer and shopper
marketing, IRI.
" Once you understand who that is, you
can then match up that specific consumer
profile with different retailers, " he said.
" Then you go in and help those retailers
understand not only what your sales are
online, but what your sales are for a specific
segment of consumers. Then help them
understand what percentage of their overall
consumers those specific consumers are. "
With this data, brands can map out for retailers
what their potential sales will be. Erin
Heikinnen, vice president of e-commerce
strategy and consulting, Advantage Digital
Commerce, stressed brands need to tell
retailers a story, ensuring their data is more
than just numbers.
" You need to proactively bring those metrics
to life and sell the story as to why this is
going to be the future of the snack category, "
Ms. Heikkinen said. " 'If this is what we're
seeing here, imagine extrapolating that by
80% of the shoppers who still buy in-store.
This could be a game changer for you.' "
This data-driven strategy is how B.T.R. Bar,
San Francisco, launched into its first retail
stores late last year. The bar maker opened
its first retail account with San Antoniobased
Central Market in November, followed
by Foxtrot a month later. Founder Ashley
Nickelsen said the brand's retail strategy is
focused on velocity.
" Before expanding into millions of stores,
my goal was to have specific case studies
that demonstrate we're moving so well off
the shelf, and this is why we can replicate
that success in another region, " she said.
Most brands want to be in as many stores
as possible, and while the prospect of instore
growth is exciting, products should be
coming off the shelves they're on first.
" Getting into the door is one thing; getting
off the shelf is what I'm really thinking
about, " she emphasized. " And then we can
go expand. "
44 Baking & Snack May 2022 / www.bakingbusiness.com
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Baking & Snack - May 2022

Table of Contents for the Digital Edition of Baking & Snack - May 2022

Baking & Snack - May 2022 - Intro
Baking & Snack - May 2022 - 1
Baking & Snack - May 2022 - 2
Baking & Snack - May 2022 - 3
Baking & Snack - May 2022 - 4
Baking & Snack - May 2022 - 5
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