Success with Riceland Foods

Client: Riceland Foods, the largest rice cooperative in North America
Industry: Agriculture and Food Production
Duration: 36 Months
Objective: Increase online sales and market share on Amazon

Riceland Foods, renowned as the largest rice cooperative in North America, had a strong presence in traditional retail but was looking to significantly boost its online sales. The Dalvenie Group was engaged to develop and execute a comprehensive omni-channel strategy that would not only increase online revenue but also expand Riceland’s product offerings in the digital marketplace.

Challenges

• Limited Online Presence: While Riceland was a dominant force in traditional markets, its online presence, particularly on Amazon, was minimal. The challenge was to establish and grow this presence.

• Market Competition: The online market for rice products is highly competitive, with many brands vying for the top positions in search rankings and sales.

• Product Diversification: Riceland’s product line was primarily focused on traditional rice products, limiting its potential for growth in online markets.

Strategy Implementation

The Dalvenie Group developed a multi-faceted strategy to address these challenges and drive Riceland’s growth in the online space:

1. Amazon Brand Store:

   • Creation of a Brand Store: We built a fully optimized Amazon Brand Store for Riceland, creating a dedicated online space where customers could explore the full range of Riceland products. The store was designed to highlight the quality, heritage, and variety of Riceland’s offerings.

   • Enhanced Product Listings: We improved product visibility and attractiveness by incorporating high-quality images, detailed descriptions, and optimized keywords.

2. A+ Content:

   • Development of A+ Content: We introduced A+ Content across Riceland’s product listings. This enhanced content provided rich, detailed information about the products, including benefits, usage ideas, and the history of Riceland. This not only improved SEO but also increased customer engagement and trust.

   • Conversion Rate Optimization: By using A+ Content, we significantly improved the conversion rates on Riceland’s product pages, driving more sales from existing traffic.

3. New Product Introductions:

   • Expansion of Product Line: We identified opportunities to introduce new products, including Rice Bran Oil, which catered to a growing demand for health-conscious cooking oils. This product quickly became a six-figure seller during the festive period, thanks to targeted marketing and promotional efforts.

   • Accessory Products: We expanded Riceland’s product offerings to include accessories and complementary products, broadening the customer base and increasing average order values.

4. Amazon Echo Easy Ordering:

   • Integration with Amazon Echo: We implemented voice ordering capabilities through Amazon Echo, making it easier for customers to reorder their favorite Riceland products with simple voice commands. This convenience led to increased repeat purchases and customer loyalty.

5. Omni-Channel Marketing:

   • Coordinated Marketing Campaigns: We executed coordinated marketing campaigns across multiple channels, including social media, email marketing, and Amazon advertising. This omni-channel approach ensured that Riceland’s products were consistently in front of potential customers, driving traffic to both their Amazon store and other online platforms.

Results

• 495% Increase in Online Sales: Over the course of 36 months, Riceland’s online sales skyrocketed by 495%, far exceeding initial expectations.

• Top Rankings in Amazon BSR: Riceland’s products achieved the coveted #1, #2, and #3 positions in the Amazon Best Sellers Rank (BSR) for rice products, solidifying their dominance in the online market.

• Successful Product Diversification: The introduction of Rice Bran Oil and other accessory products not only diversified Riceland’s offerings but also contributed significantly to overall sales, with Rice Bran Oil alone becoming a six-figure seller during peak seasons.

• Improved Customer Loyalty: The integration of Amazon Echo easy ordering and enhanced product content led to increased customer satisfaction and repeat business, further driving sales and brand loyalty.

Conclusion

The Dalvenie Group’s strategic approach transformed Riceland Foods’ online presence, turning a traditionally offline brand into a dominant force in the e-commerce space. By leveraging a comprehensive omni-channel strategy, introducing new products, and optimizing their Amazon presence, we were able to achieve remarkable growth and establish Riceland as a leader in the online rice market.