Leveraging eCommerce Entry into Successful Retail Strategy

BETSY McGinnMcGinn eCommConsulting

AMY LaceyCali'flour

A fireside chat with Amy Lacey

Leveraging eCommerce Market Entry into Successful Retail Strategy

The Cali’flour Story

Why e-commerce?

• Familiarity• Proof of Concept- We really needed to test this new and

unique product. An article by Nielsen written in June 2014 stated, “It’s a sobering fact that more than 85 percent of new, fast-moving consumer goods or CPG products fail in the marketplace”.

• Instant Feedback- we can make changes or pull a product quickly and with minimal cost.

• Product Launches- We do not have to wait for grocery review periods or resets. We are in full control.

• Following Trends: Everyone is falling in line with the digital age. People want fast, convenient, low cost, high quality products. Look at amazon, google, online grocery…

• Fewer costs - we cut out the middle man and pass the savings to our customers.

How did you do it?

•Tried multiple recipes using different vegetables.•Took the crusts to the farmer’s market to begin

proof of concept.•Testing Testing Testing! Determining shipping

temperatures, the best boxes to use, best storage practices…

•Shipping shelf stable = cost savings for our customer•Direct to Consumer

Other Distribution

•Began as Direct to Consumer from our own website.•Non-traditional routes: Google•Adding Amazon for brand recognition, now makes

up 10% of our business.•Grocery

Successful Strategies

•Education•Digital Marketing•Value Added Content•Beautiful, organic content• Influencer Strategies•User generated content

What’s next for Cali’flour?

FROZEN PIZZA!