Impact at a glance
Once you get your products onto retail shelves, the hard work doesn’t stop. You’ll need sufficient marketing support to drive discovery and trial to move them off the shelf. For high-growth brands, you have a lot to prove in order to expand at retail.
Bakery On Main needed a shopper marketing partner who could provide a full-service solution to support new product launches, growth in key regions, and scale at conventional retailers like Kroger.
The Solution: Digital Sampling
Social Nature’s Digital Demos gave Bakery On Main the support it needed to launch new products like grain-free granola as well as give additional support to existing products like instant superfood oatmeal at Kroger.
Digital Demos offers a full-funnel solution, taking consumers through a complete shopping journey from discovery to purchase, trial, review, and email opt-ins.
Over 50% increased sales at Kroger with Digital Demos
Bakery On Main has run multiple product sampling campaigns with Social Nature. An important key account for them is Kroger. As a natural brand, once you’ve grown in natural channels, you want to expand into conventional to continue to grow your brand.
For 2021 campaigns that targeted Kroger shoppers, this resulted in a 50% increase in total brand sales compared to the previous year. For product-specific support, Bakery On Main’s grain-free granola sales at Kroger increased by 168% in 2021 compared to the prior year.
Digital Demos impact across all product sampling campaigns
When we add together the impact of all the Digital Demos campaigns that Bakery On Main has run, we can see the compounding benefits.
The benefit of 23,500+ product reviews
To date, Bakery On Main has received over 23,500 product reviews with an average star rating of 4.5/5. This amount of reviews has extended their omnichannel reach.
The volume of reviews signals trust with both retailers and consumers. New and existing retail buyers feel confident with listing Bakery On Main’s products. The consistent and fresh flow of reviews from always-on sampling campaigns has improved their SEO rankings on major search engines. The product ratings are visible on search, providing further social proof for potential consumers to click into Bakery On Main’s products.
Another key advantage of having a lot of ratings and reviews is improved keyword search on certain retailers websites. High product ratings can increase your visibility on retailers’ search algorithms.
Acquiring new target consumers
Digital Demos offers a huge new consumer acquisition opportunity for Bakery On Main. 77% of consumers who sampled had never tried Bakery On Main before, allowing them to acquire new target consumers who are more likely to convert to repeat customers. In fact, 87% of consumers who tried the product said they would buy Bakery On Main again.
Getting competitive insights from consumers
The breakfast aisle can feel like a crowded place with household organic and conventional names. Through Digital Demos, Bakery On Main received competitive insights from consumers.
In post-trial surveys, 82% of consumers reported that Bakery On Main was a bit better or much better than competitor brands. This baseline helped Bakery On Main understand how they’re perceived against more well-known competitors.
“This is a fantastic baseline to understand how our brand stacks up against more well-known competition in the marketplace as 82% who tried the products reported it tasted better than what they were originally more familiar with.”
– Chris Senter, Marketing Manager, Bakery On Main
Digital Demos are the always-on shopper marketing strategy
Bakery On Main continues to use Digital Demos as an always-on shopper marketing strategy. They activate consistent campaigns throughout the year at various retailers to support new and core SKUs.
“I am very impressed with the data that Social Nature is able to generate from its audience in pre- and post-trial surveys. We are gaining a lot of insightful information about our ideal customer as well as how those who may have never heard of us feel about our product in real-time. We are finding that once Social Nature community members try our product, they usually love it and the data shows above 87% of those who tried have intent to purchase again!”
About Bakery on Main
Bakery On Main was founded in 1992 inside a small natural foods market in Connecticut. They create delicious gluten-free and celiac-friendly breakfast and snack foods. Everyone can enjoy their tasty and healthy snacks, from decadent granolas to instant superfood oatmeals.