Creating a sustainable eCommerce model built for success
Merisant, the UK leading sweetener manufacturer, tasked us with establishing its UK eCommerce offering for its sugar alternatives, drive net new revenue from online sales as well as increase incremental revenue from existing grocery retailers and online visibility.
As a function, eCommerce was non-existent within the UK. As a result, Merisant needed to build a sustainable eCommerce model that would drive online top of mind for original sweeteners such as Canderel, in a declining market segment as well as build awareness and education for the growing natural segment with the brand, Pure Via.
The company’s key challenges were a lack of presence on Amazon and a lack of online visibility as well as difficulty in measuring the ROI on grocery retailers as it had no access to online first party data. With a lack of insight into consumer online behaviour, Merisant engaged us to set up their eCommerce channel.
We worked with Merisant to define clear eCommerce objectives to then build a strategy for its existing UK retailers as well identifying new routes to market and a go-to-market strategy for Amazon.
One of the first steps was to audit Merisant’s digital shelf and retail health, looking at elements such as organic visibility, taxonomy and pricing, to then make clear recommendations for improvement.
Next, by optimising all eCommerce content based on retail search insights, we were able to ensure the correct content for each SKU was presented to each retail partner’s website.
When looking at Amazon, we created high quality, organically optimised content to guarantee maximum discoverability and conversion. We then activated and managed Merisant’s AMS paid search strategy, which augmented their organic sales, driving around 40% of total Amazon sales from last click data.
By leveraging the first party data collected we were able to refine and inform the retailer’s product portfolio strategy, resulting in the launch of bespoke Amazon product formats, such as multipacks for specific products.
Finally, we built the full eRetail marketing plan and started running biddable media solutions to drive purchase across core and affinity categories. We focused on an always on approach, particularly on Amazon to gather new insight and drive brand awareness, whilst leveraging events-based budget shifts to drive full investment value at key times.
In the year since we’ve started working with Merisant we have delivered a YOY increase in online sale units of 13% as well as achieving up to 32% incremental sales uplift from media activations at 3.5x ROAS.
We have also increased the retailer’s shelf visibility by an average of 45% and saved over 1,000 hours’ work on eCommerce tasks.