Increase eCommerce Sales in 3 steps - Knorr brand

A one-year project (2017) to revamp the presence of Knorr Vietnam on eCommerce.

The Challenge

Knorr was not visible enough on the shopping journey.

• It is an impulsive purchase, people do not often remember to shop for it when they shop online.

• Browsing Knorr products on eCommerce sites was a complex journey.

The job-to-be-done: Increase awareness & Increase sales.

The Solution

1. Improve traffic to eCommerce Sites from other channels

Meet your customers where they are, it’s one of the best ways to drive new visitors to your store.

For the 2017 campaign, an umbrella theme was created: a love story between Knorr and Fresh food. The theme was implemented consistently at all channels and even at eCommerce sites.

Online advertorials, displays and social ads were utilised to drive traffic to eCommerce sites. No link-to-eCommerce, no paid media.

2. Drive even more traffic from cross-merchandising

Cross merchandising is the practice of displaying products from different categories together in order to increase sales. This product placement strategy increases sales by reminding customers of a need, offering a convenient solution, or sparking an idea.

The insights from Knorr's shoppers: When deciding what to cook for dinner, shoppers shop by protein first!

Hence, Knorr needs to appear in the meat section of the eCommerce site (via display banner). Any promotions (combo, gift) were also tied to fresh food products.

3. Boost CTR by optimizing hero eCommerce product images

Normal packshots - the kinds that are widely used on grocery sites and show the product as it looks in real life - don’t really work on mobile phones. They are fiddly, on-pack information is hard to see and the user experience is poor; plus, shoppers risk picking the wrong product by mistake, especially as many scrolls rapidly and add products to their baskets directly from search instead of going to individual product pages.

The objective of the revamp camapaign was to re-design Knorr's product images on eCommerce sites to ensure they are mobile-friendly.

The product image is zoomed in and optimised, so that the brand and product variants are prominent and other details, or ‘visual noise’, are removed from the image. The product type and size are displayed as lozenges, or ‘callouts’ alongside the image.

The design followed the University of Cambridge’s proposed standard (See more at http://ecommerce.inclusivedesigntoolkit.com/).

The Result

• Drove e-commerce sales growth from 5% to 30% by being present at different shopper touch-points and leveraging on high volume items with high search, the campaign successfully brought new customers.

• Cross-merchandise works offline, and this case study proved that it also works online.