Page 70 - Granola Book Draft VS 21
P. 70
5. Global Best Practice Granola Learnings:
5.4 Winning Where the Shopper Shops
Best in class E-STORE activation for EM Granola – China
KEY TAKE-OUT
Kellogg China have
pioneered taking Granola
to where the shopper
shops in Ecommerce
which now accounts for
70% of their sales
They have developed a
10 step e-shopper
journey as detailed on
this page
The use of celebrity
endorsement has been
highly successful in
driving new users to the China are pioneering their ecommerce sales
category channel through local platforms such as JD.com.
Category education has Key success factors have been :
been highly beneficial as
it breaks down barriers to 1. Clear product ingredients stories that highlight
trial through explaining
how to eat granola the ingredient benefits
Ecommerce retailers 2. Celebrity endorsement campaigns driving
have provided a new awareness and trial
method of sampling non
users with the correct 3. A 10 step e-shopper journey
demographic profile
