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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
category China are pioneering their ecommerce sales
channel through local platforms such as JD.com.
Category education has
been highly beneficial as Key success factors have been :
it breaks down barriers to
trial through explaining 1. Clear product ingredients stories that
how to eat granola highlight 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
