Heating Things Up

Launching into eCommerce can be a vast and intimidating space for any consumer goods brand. Even though Mr. Spice Salt-Free Sauces has been around since 1983, creating digital brand awareness and a seamless shopping experience to build sales was a completely new flavor. Wanting to optimize their as-spend, reshaping the digital target and brand voice was a must. This is what we cooked up.

• We recognized the primary demographic’s reliance on the product and trusted that loyalty so we could redirect focus towards new segments without hesitation. Due to today’s popularity and it’s compatible interests we targeted the fitness and fad diet consumer markets. Conveniently, other brands in these industries could not compete with our level of flavor for such a low calorie/low carbohydrate sauce.

• With a new focus on a younger demographic, the unique selling propositions had to be adjusted for our keyword optimization. We justified the perception of high price by focusing on gourmet quality and the organic certification. Previously highlighted features such as No High Fructose Corn Syrup or No Sulfites were replaced with Gluten-Free and GMO-Free for greater mass appeal.

• Considering the potential shopper hesitation for a first-time purchase from an unfamiliar brand, we adjusted margins to create a significantly less expensive option by developing a variety pack. This alternative eventually became more successful than individual bottle sales.

• After some investigation, we discovered a high drop rate on the checkout page due to the shipping costs. We revisited the margins and pricing to not only reduce shipping costs but delivery time as well. To top it off, we created a free shipping incentive with higher volume purchases that increased average spend per order.