Remdash: Share of Voice Feature

How Kellanova’s use of Remdash’s Share of Voice feature consistently increased sales by 331%

Table of Contents

The Challenge
The Solution
The Result

5 International Amazon marketplaces, hundreds of products, and one tool to measure brand presence. Using Remdash’s Share of Voice feature, Kellanova saw its visibility on generic keywords increase by 240%, with sales rising by 331%.

About

Kellanova is a global leader in snacks, cereals, pasta and frozen foods in North America with a heritage dating back over 100 years. Its diverse brands include Pringles®, Pop-Tarts® and Kellogg's® Frosties®. In 2022, the company generated estimated net sales of USD 12.6 billion. In Europe, Kellanova is active on Amazon marketplaces across Germany, the United Kingdom, France, Italy and Spain, among other countries.

The Challenge: Not knowing your own visibility and that of your competitors

Most Amazon shoppers start their shopping process by entering a keyword into the search bar on a given platform. Therefore, it is crucial for sellers on the marketplace to be able to rank/index for the most likely keywords related to their products.

Prior to working with Remdash, Kellanova struggled to reliably and regularly determine the visibility of its brand on Amazon, especially when compared to its competitors.

Before we used Remdash, it was much more difficult to make Amazon measurable and manage it sustainably.

Christoph Sterkel

Head of eCommerce Northern & Eastern Europe

The Solution: The Share of Voice feature of Remdash

Remdash’s Share of Voice (SoV) feature allows Kellanova to track the extent of its brand presence on Amazon relative to competitors. This allows the company to influence the Amazon ranking and visibility of its brand based on relevant keywords, and further analyse the ranking of its organic and paid placements. Thanks to the SoV feature, it is now also possible to identify competitors and their visibility share.

Using Remdash, Kellanova has also identified that its visibility on Amazon has been affected by historical out-of-stock (OOS) issues. By continuously monitoring sales history and leveraging advertising, Remdash enabled Kellanova to optimise its Amazon ordering algorithm and fix the OOS issues.

In addition to Remdash’s Share of Voice feature, the team also uses the Amazon tool’s dashboards & Buy Box Widget to do this:

"With Remdash, we bundle all the important information about Amazon. This gives us a clear overview and allows us to quickly identify when something is not going smoothly and take the appropriate action."

Kellanova's approach using Remdash:

Step 1: Measure visibility

Using the Share of Voice feature, Kellanova was able to identify its visibility compared to its competitors and estimate the current marketing pressure in the market.

Step 2: Analyse advertising setup & train order algorithm
Thanks to Remdash’s dashboards and KPI widgets, Kellanova was able to analyse the advertising setup per product. Based on these insights, the Amazon order algorithm could be trained to order all relevant products on time. In this way, Kellanova managed to minimise or in some cases prevent OOS situations entirely.

Step 3: Continuous measurement of success

By continuously measuring success using the Share of Voice feature, Kellanova was able to track the evolution of its visibility and take further action when necessary.

The division of Share of Voice into Paid and Organic both shows how well our organic ranking is doing and allows me to quickly see the current marketing pressure in the market. I also get an overview of who is currently active in the market and trying to gain market share.

Christoph Sterkel

Head of eCommerce Northern & Eastern Europe

The Results

+ 331% increased sales (sell-in)

+ 240% visibility on generic keywords

800 + keywords logged in Share of Voice

With Remdash, Kellanova can now measure the visibility of its brand and thereby optimise Amazon’s ordering algorithm to solve their out-of-stock problems. As a result, Kellanova saw its sales jump up by 331% over a six-month period. In addition, visibility on generic keywords increased by 240% (from 6.8% to 16.2%).

Remdash is part of our business reviews and a fundamental part of managing Amazon. It provides me with valuable information, which the team and I need to make the right decisions. The clarity of the software clearly stands out compared to other tools.

Christoph Sterkel

Head of eCommerce Northern & Eastern Europe

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