A Successful CPG Company Providing High-quality, Spices & Seasonings to Customers.
Today's episode of the Scott Max Newsletter takes a detailed look at a thriving CPG (Consumer Packaged Goods) Company that provides a wide range of authentic spices and seasonings to customers through its online store.
You will discover the determining factors and techniques that this business applied which earned it a NEXTY awards nomination and a Trendsetters spotlight at the Fancy Food Show.
We also deeply dive into how it earns money and its income channels.
This business earns money by offering customers its selection of genuine, first-rate spices and seasonings via its online shop.
Customers can choose from a wide range of spices sourced from around the world, including popular options like cinnamon, cumin, and paprika, as well as unique blends like Ras el Hanout and Za'atar.
The company takes pride in providing customers with spices that are fresh, flavorful, and free from artificial additives or preservatives. They continue to sell out to loyal customers by emphasizing their commitment to sustainability, ethical sourcing and using eco-friendly packaging materials.
Although this business does not focus on SEO and organic traffic, it is able to create publicity for its products through word of mouth, real-life publicity in the form of guest features on shows and magazines, and digital publicity—Instagram and display ads.
In addition to sales from the online store, products can also be found on Amazon, Gelson's, as well as through Stockists and Affiliates.
This company expands its offerings with the launch of new products through crowdsourced funding from its loyal clients.
By positioning itself as an activist movement against unhealthy food from Big Food & Big Pharma, it is able to solicit funds through Kickstarter to support healthy nutrition among people.
The following factors have contributed significantly to the success of this business;
A Compelling Value Proposition
The use of a strong value proposition helps to differentiate this company from competitors, attract new customers, and retain existing customers.
By offering high-quality, authentic spices and seasonings sourced directly from the finest producers around the world, this company is able to appeal to customers who are looking for high-quality, authentic ingredients.
Their dedication to sustainability and ethical sourcing not only differentiates them from competitors but also resonates with customers who value environmentally conscious and socially responsible products.
Lastly, this business offers free delicious-looking recipes to its audience which along with the techniques above, helps to build brand loyalty and encourage repeat purchases.
A Customer-Centric Approach
This company is able to differentiate itself from competitors and provide customers with a unique and valuable experience through its high-quality products.
The brand shows customers that it is interested in meeting their needs and preferences by providing features on the website that enable clients to request products, make recommendations and a pop-up to contact support in real-time.
This increases customer satisfaction and loyalty which is no wonder why products keep selling out.
There are also a ton of positive reviews for its products on various platforms like its website storefront and Amazon. Together, these lead to increased credibility for the business, increased sales and competitive advantage.
Wholesaling allows this company to expand its reach and make its products available to a wider audience by selling in bulk to other retailers who have their own physical or online stores.
Whether through Amazon, Gelson's, Stockists or Affiliates, this approach can significantly increase distribution, increase sales, and improve cash flow.
An IMC strategy aims to ensure that all marketing communications, including advertising, public relations, direct marketing, and digital marketing, work together to promote a consistent brand message and ultimately achieve the company's marketing objectives.
This brand achieves public relations by participating in programs like The TODAY SHOW and exhibits like the Fancy Food Show as well as featuring in famous blogs and magazines like Forbes and Mens Journal among others.
For social media, this business leverages the visual power of Instagram to share content with an audience of over 8,000 followers. Its typical content includes recipes, health benefits of products and feature posts of affiliates or ambassadors.
E-mail marketing is not left out of this marketing strategy. Email addresses of prospective or existing customers are collected through an interesting pop-up lead that shows less than 30 seconds after visiting the business site.
By offering the audience a discount, this pop-up serves as the perfect lead to collect emails for newsletter subscriptions, new launch updates or customer targeting.
This business has been a success from month one and has seen continuous growth ever since. With these action steps, this business should see even more growth. They include;
According to findings from Ahrefs, there is no content on this business' website that drives traffic and its position for several relevant keywords is quite low.
Data found with our favorite SEO tool, Ahrefs
This can be resolved by conducting keyword research to identify the most relevant and high-traffic keywords related to its products and services. These keywords need to be used to create high-quality, informative, and engaging content related to its products
The website pages can be optimized by including relevant keywords in page titles, meta descriptions, headings, and the body of the content.
Building links to its website from other high-quality, reputable websites can help to improve search engine rankings and drive traffic to the website.
Scarce backlinks as seen from Ahrefs
Finally, since products are available in physical stores, optimizing the website for local search by including relevant location-based keywords can help to attract local customers who are searching for spices and seasonings in their area.
This business can use social media platforms, to build brand awareness by creating engaging content that showcases its products and values. Asides from Instagram, its activity on other social media platforms like Facebook, Twitter or Pinterest goes unnoticed.
Along with Instagram, using other Social media platforms provides an opportunity for the brand to engage with its customers directly, by responding to comments and messages, and providing customer support.
Ultimately, maximizing a good number of social media platforms will help to drive more sales and increase brand awareness.
By improving its website design and functionality, this business can offer more payment options, and streamline the checkout process. This could help to improve the customer experience and drive more online sales on its own platform.
Encouraging customers to shop from its own platform is beneficial for the website's traffic, and engagement, plus it can foster customer retention with the brand as opposed to them buying from another retailer.
They can also expand their e-commerce offering by offering subscription services, such as a monthly spice box or recipe delivery service, which could provide a steady stream of recurring revenue and help to build customer loyalty.
Get ready to meet the star of today's analysis which is an outstanding company called Spicewell, an idea brought to life by Raina Kumra, a successful serial entrepreneur.
Mid-pandemic, she nursed her family back to health with the help of Ayurvedic medicine using medicinal herbs and spices leaving her with a ton of leftover spices.
This prompted her to think of how she could help others get the results she had just achieved with her own family and Spicewell was born.
Building this company led her to formally study plant medicine to deepen her understanding of the science behind food for medicine. This led to her discovery that there is a serious nutrient deficiency in this modern world.
Spicewell's first products included nutrient-dense and lower-in-sodium salt and pepper with ancient Ayurvedic formulations and 21 vitamins and minerals.
Let's go over the actionable fundamental ideas from this week's analysis;
Thank you for reading.
In my next email, I’ll have another business breakdown for you.
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