How we delivered online sales growth of 16x ROI

How we delivered online sales growth of 16x ROI

Presented by: 
Josi MatharJuly 6, 2020

Molson Coors accelerates their online sales with e.fundamentals

CHALLENGE

Molson Coors Beverage Company were looking for a new retail analytics provider with global capabilities to help them drive their eCommerce sales growth in the UK. They had tried some options before; none, however, were able to live up to the level of local market expertise and proactivity offered by e.fundamentals’ service and Customer Success team. That combination drove an ROI of 16:1 within a few months of onboarding.

We were looking for an eCommerce analytics provider that would help our sales and marketing teams succeed in driving online sales on a regional level.

Working with e.fundamentals means we get more than just data; they provide strategic support from ex-retail and FMCG experts and ongoing training. Exactly the supplier we needed to accelerate online growth in our category.

Jack Daniel, Director of Digital, Western Europe at Molson Coors

APPROACH

  • Goal setting during onboarding to enable customising dashboards in accordance with Molson Coor’s objectives to enable strategic decision making; reports segmented such that even with a limited number of categories, Molson were able to retrieve actionable data.
  • Identifying most profitable improvement areas and implementing content best practices, ensuring their internal systems were set up to deliver their content to Brandbank, a digital content provider, in a semi-automated way that was instantly fit for retailers’ websites, for example by securing that new product names would automatically adhere to set naming conventions.
  • Configuration of dashboards to be able to practice a ‘test and learn mentality’ by analysing effects of individual benefits statements within their category, enabling Molson Coors to drive conversion through appropriate messaging for established products and during NPDs, easily spotting
    areas for correction to cater to different shopper portfolios.
  • Delivering best practice training in alignment with the sales and marketing teams’ goals, equipping the sales team with the understanding of how search algorithms affect profitability, therefore, empowering them to have conversations with retailers to influence change.

RESULTS - 16x ROI

Molson Coor’s average search rank and sales rate improved, resulting in an ROI of 16:1, which means that Molson make £16 for every £1 spent. By optimizing their content inventory and providing the benefit statement relevant to the specific shopper sets, which in turn led to increased and positive ratings and reviews, their average search rank and sales rate improved.

e.fundamentals also helped Molson Coors connect their teams at a strategic level putting them in the best possible position to thrive in their fast-paced expansion into eCommerce and adapting to the new normal.

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