The stakes

20 Danone brands had a digital conversion gap. Across one of CPG's largest portfolios, from Oikos to Silk to International Delight, there was no direct path to purchase from a brand website. While a select sites had store locators, only 12% of users were able to complete the experience. With digital penetration below benchmark, every visit was a sale left on the table.

The approach

Pilot the partnership: Partnered with MikMak on a single brand pilot to test omnichannel product locators and checkout, overseeing the contract and implementation between digital/brand/IT/agency teams. This experience collected true value datapoints while building the playbook for an enterprise integration.

Scale to twenty: Integrated the capability across the remaining 19 US websites in just weeks. From homepages and category pages to PDPs and Where To Buy, we transformed our sites from marketing brochures into ecommerce platforms.

Maximize the partnership: Once users could shop on any Danone US site, we iterated on the UX, shopping placements, and expanded the capabilities into our media strategies (more on that here).

The results

8-figure brand.com sales per year: With every brand site now shoppable, Danone closed the conversion gap by letting shoppers make their purchase whenever intent strikes.

8x UX performance improvement: Thanks to robust development and excellent partners, 99% of shoppers successfully find products online and nearby.

Ready to turn your dead ends into checkouts?

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