How a B2B Food Company Tackled D2C Channels And Won

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aria-label="Filed under Direct-to-Consumer" > Direct-to-Consumer</a> </div> <h1 class="h2">How a B2B Snack Food Pioneer Tackled D2C Channels – And Won</h1> <div class="hero-v2__ornaments-container "> <figure class="hero-v2__image"><span class="img-object-fit"><img src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/07/direct-to-consumer-ecommerce-kind-snacks-header.jpg?w=889" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/07/direct-to-consumer-ecommerce-kind-snacks-header.jpg 1500w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/07/direct-to-consumer-ecommerce-kind-snacks-header.jpg?w=889&h=500 889w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/07/direct-to-consumer-ecommerce-kind-snacks-header.jpg?w=768&h=432 768w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/07/direct-to-consumer-ecommerce-kind-snacks-header.jpg?w=150&h=84 150w" alt="two people looking inside an open delivery box" loading="eager" fetchpriority="high" /></span><figcaption class="body-3">A D2C channel isn’t just about creating a new channel to sell products. It’s creating the infrastructure that will power intelligent, data-driven decision making for the business. [Tijana87 / Getty Images]</figcaption></figure> <div class="hero-v2__background"> <img src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/dist/images/hero-legacy-back.png" alt="" fetchpriority="high" loading="eager"/> </div> <div class="hero-v2__foreground"> <img src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/dist/images/hero-legacy-front.png" alt="" fetchpriority="high" loading="eager"/> </div> </div> <h2 class="hero-v2__excerpt">Learn how health food company KIND Snacks crafted its direct-to-consumer sales and subscription service to create deeper customer connections, increase their customer knowledge, and build an innovative (and successful) ecommerce channel.</h2><article class="hero-byline hero-byline--1"> <a href="https://www.salesforce.com/blog/author/lidiane-jones/" class="hero-byline__author"> <div class="hero-byline__thumbnail"> <span class="img-object-fit img-object-fit--is-round"><img src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/09/lidiane20jones.jpg?w=150" sizes="100px" srcset="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/09/lidiane20jones.jpg 225w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/09/lidiane20jones.jpg?w=150&h=150 150w" alt="" loading="lazy" /></span> </div> <div class="hero-byline__contents"> <h3 class="hero-byline__full-name"> <span class="hero-byline__name">Lidiane</span> <span class="hero-byline__name">Jones</span> </h3> <div class="hero-byline__meta"> <div class="hero-byline__info"> <time class="hero-byline__date" datetime="2022-02-21">February 21, 2022</time> <span class="hero-byline__reading-time"> 5 min read </span> </div> </div> </div> </a> </article> </div> </div> </header> </div> <div class="post__social post__social--v2 post__social--top post__social--has-title"> <h2 class="screen-reader-mobile-only post__social-title">Share article</h2> <ul class="social-nav social-nav-v2"> <li 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2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z" /></svg> </button> </li> </ul> </div> <div class="post__content post__content-v2"> <!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN" "http://www.w3.org/TR/REC-html40/loose.dtd"> <html><body><p>Snack food brand<strong> </strong><a href="https://www.kindsnacks.com/" target="_blank" rel=" noopener">KIND Snacks</a> is a <a href="https://www.amazon.com/Nut-Bars/s?k=Nut+Bars" target="_blank" rel=" noopener">top-selling nut bar on Amazon</a> and its health-focused products are available nationwide – at supermarkets, specialty stores, and big-box retailers. When its business began in 2004, KIND built a strong B2B distribution model with great success. The next step? Tackling the untapped opportunity of <a href="https://www.salesforce.com/resources/articles/direct-to-consumer/#a2">direct-to-consumer (D2C)</a> channels. Here’s how KIND uses its D2C channel to sell more and more deeply connect with customers – and how other consumer goods companies can prepare for what’s next in commerce.</p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Learn to implement a new D2C channel – fast</h2> <p class="wp-block-offer__description">Read our free guide, Going Direct to Consumer, to see how your commerce team can stay agile and maintain customer relationships.</p> <div class="wp-block-button"> <a class="wp-block-button__link" href="https://www.salesforce.com/form/commerce/direct-to-consumer"> Get the guide </a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-illustration-layout-one.png" alt="">  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__accent" src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-accent-layout-one.png" alt="">   <img decoding="async" class="wp-block-offer__graphics wp-block-offer__cloud" src="https://www.salesforce.com/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-cloud-layout-one.png" alt=""> </div> <p>KIND’s investment has paid off, but its D2C channels are about more than just revenue. During the pandemic, they kicked off a <a href="https://www.kindsnacks.com/subscriptions.html" target="_blank" rel=" noopener">subscription service</a> for consumers to access their snacks without brick-and-mortar stores. Direct online sales allow the brand to build meaningful personal relationships with loyal customers. And KIND has the benefit of a differentiated brand experience and a way to weather future disruptions.</p> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-social-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Direct online sales allow the brand to build meaningful personal relationships with loyal customers. And KIND has the benefit of a differentiated brand experience and a way to weather future disruptions.</p></blockquote> <div class="post__social post__social--v2 post__social--blockquote"> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=u003cpu003eDirect%20online%20sales%20allow%20the%20brand%20to%20build%20meaningful%20personal%20relationships%20with%20loyal%20customers.%20And%20KIND%20has%20the%20benefit%20of%20a%20differentiated%20brand%20experience%20and%20a%20way%20to%20weather%20future%20disruptions.u003c%2Fpu003e" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z"></path></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=u003cpu003eDirect%20online%20sales%20allow%20the%20brand%20to%20build%20meaningful%20personal%20relationships%20with%20loyal%20customers.%20And%20KIND%20has%20the%20benefit%20of%20a%20differentiated%20brand%20experience%20and%20a%20way%20to%20weather%20future%20disruptions.u003c%2Fpu003e&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewbox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z"></path></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5"></path></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"u003cpu003eDirect online sales allow the brand to build meaningful personal relationships with loyal customers. And KIND has the benefit of a differentiated brand experience and a way to weather future disruptions.u003c/pu003e" https://www.salesforce.com/blog/direct-to-consumer-ecommerce-kind-snacks/'> <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z"></path></svg> </button> </li> </ul> </div> </figure></div></div> <h2 class="wp-block-heading" id="h-d2c-channels-build-brand-loyalty">D2C channels build brand loyalty</h2> <p>Owning the ecommerce experience helps KIND connect with customers and differentiate from other snack brands. In-store, customers may only see a handful of SKUs. Online, customers have access to the full selection of KIND snacks – site visitors can browse and explore over 80 varieties from home. </p> <p>KIND also differentiates its D2C channel through the <a href="https://www.kindsnacks.com/build-your-own-box-MBYOB.html" target="_blank" rel=" noopener">Build Your Own Box subscription service</a>. No longer limited by the options available in-store, KIND customers can customize their own boxes, try new products, and make changes anytime.</p> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-social-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>In-store, customers may only see a handful of SKUs. Online, customers have access to the full selection of KIND snacks – site visitors can browse and explore over 80 varieties from home.</p></blockquote> <div class="post__social post__social--v2 post__social--blockquote"> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=u003cpu003eIn-store%2C%20customers%20may%20only%20see%20a%20handful%20of%20SKUs.%20Online%2C%20customers%20have%20access%20to%20the%20full%20selection%20of%20KIND%20snacks%20%E2%80%93%20site%20visitors%20can%20browse%20and%20explore%20over%2080%20varieties%20from%20home.u003c%2Fpu003e" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z"></path></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=u003cpu003eIn-store%2C%20customers%20may%20only%20see%20a%20handful%20of%20SKUs.%20Online%2C%20customers%20have%20access%20to%20the%20full%20selection%20of%20KIND%20snacks%20%E2%80%93%20site%20visitors%20can%20browse%20and%20explore%20over%2080%20varieties%20from%20home.u003c%2Fpu003e&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewbox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z"></path></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5"></path></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"u003cpu003eIn-store, customers may only see a handful of SKUs. Online, customers have access to the full selection of KIND snacks – site visitors can browse and explore over 80 varieties from home.u003c/pu003e" https://www.salesforce.com/blog/direct-to-consumer-ecommerce-kind-snacks/'> <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z"></path></svg> </button> </li> </ul> </div> </figure></div></div> <p><a href="https://www.linkedin.com/in/freddieroseman/" target="_blank" rel=" noopener">Freddie Roseman</a>, senior director of digital technologies at KIND, sees subscription boxes as a way to give customers control over their experience. “We wanted to give our consumers the opportunity to mix and match all of the products we have without having to buy 12 of just one bar,” he said. “We really wanted to give our consumers that extra choice. [The subscription box] is one of our highest selling SKUs on our site. That validates all of the efforts and justifies future investments in the program as well.”</p> <h2 class="wp-block-heading" id="h-create-a-more-frictionless-customer-experience">Create a more frictionless customer experience</h2> <p>A seamless subscription service helps KIND tap into a recurring, predictable revenue stream independent of its B2B channels.</p> <p>To launch Build Your Own Box, KIND worked with <a href="https://www.salesforce.com/products/commerce-cloud/partner-marketplace/partners/order-groove/">Ordergroove</a>, a Salesforce <a href="https://www.salesforce.com/blog/salesforce-ecosystem-explained/">partner</a> that helps brands bring <a href="https://www.salesforce.com/blog/grow-commerce-subscription-service/">subscription</a>, reordering, and membership programs to market. When B2B brands implement new D2C channels, they must consider the entire value chain – often for the first time. This includes marketing and selling to end consumers, as well as the operations and logistics necessary to get products to their doorsteps.</p> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-social-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>We really wanted to give our consumers that extra choice. [The subscription box] is one of our highest selling SKUs on our site. That validates all of the efforts and justifies future investments in the program as well.</p><cite>Freddie Roseman, senior director of digital technologies, KIND SNACKS</cite></blockquote> <div class="post__social post__social--v2 post__social--blockquote"> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=u003cpu003eWe%20really%20wanted%20to%20give%20our%20consumers%20that%20extra%20choice.%20%5BThe%20subscription%20box%5D%20is%20one%20of%20our%20highest%20selling%20SKUs%20on%20our%20site.%20That%20validates%20all%20of%20the%20efforts%20and%20justifies%20future%20investments%20in%20the%20program%20as%20well.u003c%2Fpu003e" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z"></path></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=u003cpu003eWe%20really%20wanted%20to%20give%20our%20consumers%20that%20extra%20choice.%20%5BThe%20subscription%20box%5D%20is%20one%20of%20our%20highest%20selling%20SKUs%20on%20our%20site.%20That%20validates%20all%20of%20the%20efforts%20and%20justifies%20future%20investments%20in%20the%20program%20as%20well.u003c%2Fpu003e&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewbox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z"></path></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5"></path></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"u003cpu003eWe really wanted to give our consumers that extra choice. [The subscription box] is one of our highest selling SKUs on our site. That validates all of the efforts and justifies future investments in the program as well.u003c/pu003e" https://www.salesforce.com/blog/direct-to-consumer-ecommerce-kind-snacks/'> <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z"></path></svg> </button> </li> </ul> </div> </figure></div></div> <p>Frictionless shopping experiences on D2C channels – from building a subscription box online to order fulfillment – require cross-functional teams and tasks. KIND relies on <a href="https://www.salesforce.com/products/commerce-cloud/overview/">Commerce Cloud</a> to win more customers and <a href="https://www.salesforce.com/blog/customer-loyalty-program/">drive loyalty</a>. It helps them provide a seamless customer journey from marketing, to sales, to commerce, fulfillment, service, and beyond.</p> <p>“[Our subscription offering] is a customized box based on consumer choices from the site, so we spent a lot of time on the logistics,” Roseman said. “We partnered really closely with our fulfillment part of the house.” </p> <h2 class="wp-block-heading" id="h-d2c-channels-make-the-most-of-first-party-data">D2C channels make the most of first-party data </h2> <p>The same commerce platform that powers Build Your Own Box also gives KIND access to <a href="https://www.salesforce.com/blog/d2c-consumer-goods-first-party-data/">first-party data</a> and rich audience insights. A D2C strategy is not merely about creating a new channel to sell products. It’s creating the infrastructure that will power intelligent, data-driven decision making for the business.</p> <p>First-party data – information that your brand collects from customers and owns – helps marketing, product, and commerce teams learn more about shopper behavior and helps teams make data-driven decisions.</p> <p>KIND now knows which products are often purchased together, and what type of content increases page views. The brand also uses subscription boxes to introduce new products to customers.  “It’s a great way to keep our most valuable consumers up to date with all of our latest offerings,” Roseman said. “It’s something that the consumers say is valuable because they get to try something new.”</p> <div class="wp-block-quote-article" style=""><div class="wp-block-quote-social-wrapper"><figure class="wp-block-quote-article-quote"> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>KIND now knows which products are often purchased together, and what type of content increases page views. The brand also uses subscription boxes to introduce new products to customers.</p></blockquote> <div class="post__social post__social--v2 post__social--blockquote"> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=u003cpu003eKIND%20now%20knows%20which%20products%20are%20often%20purchased%20together%2C%20and%20what%20type%20of%20content%20increases%20page%20views.%20The%20brand%20also%20uses%20subscription%20boxes%20to%20introduce%20new%20products%20to%20customers.u003c%2Fpu003e" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z"></path></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=u003cpu003eKIND%20now%20knows%20which%20products%20are%20often%20purchased%20together%2C%20and%20what%20type%20of%20content%20increases%20page%20views.%20The%20brand%20also%20uses%20subscription%20boxes%20to%20introduce%20new%20products%20to%20customers.u003c%2Fpu003e&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewbox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z"></path></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fdirect-to-consumer-ecommerce-kind-snacks%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank"> <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5"></path></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"u003cpu003eKIND now knows which products are often purchased together, and what type of content increases page views. The brand also uses subscription boxes to introduce new products to customers.u003c/pu003e" https://www.salesforce.com/blog/direct-to-consumer-ecommerce-kind-snacks/'> <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z"></path></svg> </button> </li> </ul> </div> </figure></div></div> <p>When building a subscription box, customers have the opportunity to check out the newest product additions. The brand can track which new products get reordered the most, ensuring that they make the right choices to keep customers coming back.</p> <p>KIND relies on <a href="https://www.salesforce.com/blog/artificial-intelligence-helping-businesses/">artificial intelligence (AI)</a> to increase engagement and customer satisfaction. By implementing <a href="https://www.salesforce.com/products/commerce-cloud/commerce-cloud-einstein/">Einstein AI</a> to personalized experiences, KIND customers receive relevant product recommendations and reminders when their next subscription order approaches. When <a href="https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/">52% of customers</a> expect offers to always be personalized, this is quickly becoming the cost of entry for brands building new D2C models.</p> <p>“I’m a big fan of using AI to enhance the consumer experience and help with guided selling,” Rosenman said. “It’s an area where we can definitely add value to the consumer.”</p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Looking for more commerce insights to drive growth?</h2> <p class="wp-block-offer__description">Get tips, guides, and how-tos curated just for you.</p> <div class="wp-block-button"> <a class="wp-block-button__link" href="https://www.salesforce.com/form/other/role-based-newsletter/?commerce=true"> Subscribe to the Commerce newsletter </a> </div> </div> <div class="wp-block-offer__media"> </div> </div> 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label="Norway">Norway</option> <option value="NF" label="Norfolk Island">Norfolk Island</option> <option value="MP" label="Northern Mariana Is">Northern Mariana Is</option> <option value="OM" label="Oman">Oman</option> <option value="PK" label="Pakistan">Pakistan</option> <option value="PW" label="Palau">Palau</option> <option value="PA" label="Panama">Panama</option> <option value="PG" label="Papua new Guinea">Papua new Guinea</option> <option value="PY" label="Paraguay">Paraguay</option> <option value="PE" label="Peru">Peru</option> <option value="PH" label="Philippines">Philippines</option> <option value="PN" label="Pitcairn Island">Pitcairn Island</option> <option value="PL" label="Poland">Poland</option> <option value="PT" label="Portugal">Portugal</option> <option value="PR" label="Puerto Rico">Puerto Rico</option> <option value="QA" label="Qatar">Qatar</option> <option value="CG" label="Republic of the Congo">Republic of the Congo</option> <option value="RE" label="Reunion">Reunion</option> <option value="RO" label="Romania">Romania</option> <option value="RU" label="Russia">Russia</option> <option value="RW" label="Rwanda">Rwanda</option> <option value="SH" label="Saint Helena">Saint Helena</option> <option value="KN" label="Saint Kitts And Nevis">Saint Kitts And Nevis</option> <option value="LC" label="Saint Lucia">Saint Lucia</option> <option value="PM" label="Saint Pierre and Miquelon">Saint Pierre and Miquelon</option> <option value="VC" label="Saint Vincent And The Grenadines">Saint Vincent And The Grenadines</option> <option value="WS" label="Samoa">Samoa</option> <option value="SM" label="San Marino">San Marino</option> <option value="ST" label="Sao Tome and Principe">Sao Tome and Principe</option> <option value="SA" label="Saudi Arabia">Saudi Arabia</option> <option value="SN" label="Senegal">Senegal</option> <option value="rs" label="Serbia">Serbia</option> <option value="SC" label="Seychelles">Seychelles</option> <option value="SL" label="Sierra Leone">Sierra Leone</option> <option value="SG" label="Singapore">Singapore</option> <option value="SK" label="Slovakia">Slovakia</option> <option value="SI" label="Slovenia">Slovenia</option> <option value="SB" label="Solomon Islands">Solomon Islands</option> <option value="SO" label="Somalia">Somalia</option> <option value="ZA" label="South Africa">South Africa</option> <option value="GS" label="South Georgia & The S. Sandwich Is">South Georgia & The S. Sandwich Is</option> <option value="ES" label="Spain">Spain</option> <option value="LK" label="Sri Lanka">Sri Lanka</option> <option value="SR" label="Suriname">Suriname</option> <option value="SJ" label="Svalbard And Jan Mayen Is">Svalbard And Jan Mayen Is</option> <option value="SZ" label="Swaziland">Swaziland</option> <option value="SE" label="Sweden">Sweden</option> <option value="CH" label="Switzerland">Switzerland</option> <option value="TW" label="Taiwan">Taiwan</option> <option value="TJ" label="Tajikistan">Tajikistan</option> <option value="TZ" label="Tanzania">Tanzania</option> <option value="TH" label="Thailand">Thailand</option> <option value="TL" label="Timor-Leste">Timor-Leste</option> <option value="TG" label="Togo">Togo</option> <option value="TK" label="Tokelau">Tokelau</option> <option value="TO" label="Tonga">Tonga</option> <option value="TT" label="Trinidad And Tobago">Trinidad And Tobago</option> <option value="TN" label="Tunisia">Tunisia</option> <option value="TR" label="Turkey">Turkey</option> <option value="TC" label="Turks And Caicos Is">Turks And Caicos Is</option> <option value="TM" label="Turkmenistan">Turkmenistan</option> <option value="TV" label="Tuvalu">Tuvalu</option> <option value="UG" label="Uganda">Uganda</option> <option value="UA" label="Ukraine">Ukraine</option> <option value="AE" label="United Arab Emirates">United Arab Emirates</option> <option value="GB" label="United Kingdom">United Kingdom</option> <option value="UM" label="United States Minor Outlying Is">United States Minor Outlying Is</option> <option value="UY" label="Uruguay">Uruguay</option> <option value="UZ" label="Uzbekistan">Uzbekistan</option> <option value="VU" label="Vanuatu">Vanuatu</option> <option value="VA" label="Vatican City State (Holy See)">Vatican City State (Holy See)</option> <option value="VE" label="Venezuela">Venezuela</option> <option value="VN" label="Vietnam">Vietnam</option> <option value="VG" label="Virgin Islands (British)">Virgin Islands (British)</option> <option value="VI" label="Virgin Islands (US)">Virgin Islands (US)</option> <option value="WF" label="Wallis And Futuna Islands">Wallis And Futuna Islands</option> <option value="EH" label="Western Sahara">Western Sahara</option> <option value="YE" label="Yemen">Yemen</option> <option value="ZM" label="Zambia">Zambia</option> <option value="ZW" label="Zimbabwe">Zimbabwe</option> </select> <label for="CompanyCountry_modal" class="screen-reader-only">Select your Country</label> <span class="error-msg body-fine" id="CompanyCountry-errMsg_modal" aria-live="assertive">Select your Country</span> </div> <div id="field-company-state-jp" class="field-company-state"> <select class="select-company-state-jp subscribe__field-info" data-error-id="CompanyStateJP-errMsg_modal" id="CompanyStateJP_modal" name="CompanyState" aria-required="false" aria-describedby="CompanyCountryJP-errMsg" autocomplete="address-level1" required disabled="disabled"> <option label="State/province" selected="" value="">State/province</option> <option value="Hokkaido" label="北海道 - Hokkaido">北海道 - Hokkaido</option> <option value="Aomori" label="青森県 - Aomori">青森県 - Aomori</option> <option value="Iwate" label="岩手県 - Iwate">岩手県 - Iwate</option> <option value="Miyagi" label="宮城県 - Miyagi">宮城県 - Miyagi</option> <option value="Akita" label="秋田県 - Akita">秋田県 - Akita</option> <option value="Yamagata" label="山形県 - Yamagata">山形県 - Yamagata</option> <option value="Fukushima" label="福島県 - Fukushima">福島県 - Fukushima</option> <option value="Ibaraki" label="茨城県 - Ibaraki">茨城県 - Ibaraki</option> <option value="Tochigi" label="栃木県 - Tochigi">栃木県 - Tochigi</option> <option value="Gunma" label="群馬県 - Gunma">群馬県 - Gunma</option> <option value="Saitama" label="埼玉県 - Saitama">埼玉県 - Saitama</option> <option value="Chiba" label="千葉県 - Chiba">千葉県 - Chiba</option> <option value="Tokyo" label="東京都 - Tokyo">東京都 - Tokyo</option> <option value="Kanagawa" label="神奈川県 - Kanagawa">神奈川県 - Kanagawa</option> <option value="Niigata" label="新潟県 - Niigata">新潟県 - Niigata</option> <option value="Toyama" label="富山県 - Toyama">富山県 - Toyama</option> <option value="Ishikawa" label="石川県 - Ishikawa">石川県 - Ishikawa</option> <option value="Fukui" label="福井県 - Fukui">福井県 - Fukui</option> <option value="Yamanashi" label="山梨県 - Yamanashi">山梨県 - Yamanashi</option> <option value="Nagano" label="長野県 - Nagano">長野県 - Nagano</option> <option value="Gifu" label="岐阜県 - Gifu">岐阜県 - Gifu</option> <option value="Shizuoka" label="静岡県 - Shizuoka">静岡県 - Shizuoka</option> <option value="Aichi" label="愛知県 - Aichi">愛知県 - Aichi</option> <option value="Mie" label="三重県 - Mie">三重県 - Mie</option> <option value="Shiga" label="滋賀県 - Shiga">滋賀県 - Shiga</option> <option value="Kyoto" label="京都府 - Kyoto">京都府 - Kyoto</option> <option value="Osaka" label="大阪府 - Osaka">大阪府 - Osaka</option> <option value="Hyogo" label="兵庫県 - Hyogo">兵庫県 - Hyogo</option> <option value="Nara" label="奈良県 - Nara">奈良県 - Nara</option> <option value="Wakayama" label="和歌山県 - Wakayama">和歌山県 - Wakayama</option> <option value="Tottori" label="鳥取県 - Tottori">鳥取県 - Tottori</option> <option value="Shimane" label="島根県 - Shimane">島根県 - Shimane</option> <option value="Okayama" label="岡山県 - Okayama">岡山県 - Okayama</option> <option value="Hiroshima" label="広島県 - Hiroshima">広島県 - Hiroshima</option> <option value="Yamaguchi" label="山口県 - Yamaguchi">山口県 - Yamaguchi</option> <option value="Tokushima" label="徳島県 - Tokushima">徳島県 - Tokushima</option> <option value="Kagawa" label="香川県 - Kagawa">香川県 - Kagawa</option> <option value="Ehime" label="愛媛県 - Ehime">愛媛県 - Ehime</option> <option value="Kochi" label="高知県 - Kochi">高知県 - Kochi</option> <option value="Fukuoka" label="福岡県 - Fukuoka">福岡県 - Fukuoka</option> <option value="Saga" label="佐賀県 - Saga">佐賀県 - Saga</option> <option value="Nagasaki" label="長崎県 - Nagasaki">長崎県 - Nagasaki</option> <option value="Kumamoto" label="熊本県 - Kumamoto">熊本県 - Kumamoto</option> <option value="Oita" label="大分県 - Oita">大分県 - Oita</option> <option value="Miyazaki" label="宮崎県 - Miyazaki">宮崎県 - Miyazaki</option> <option value="Kagoshima" label="鹿児島県 - Kagoshima">鹿児島県 - Kagoshima</option> <option value="Okinawa" label="沖縄県 - Okinawa">沖縄県 - Okinawa</option> </select> <label for="CompanyStateJP_modal" class="screen-reader-only">Select a state/province</label> <span class="error-msg body-fine" id="CompanyStateJP-errMsg_modal" aria-live="assertive">Select a state/province</span> </div> <div id="field-company-state-ca" class="field-company-state"> <select class="select-company-state-ca subscribe__field-info" data-error-id="CompanyStateCA-errMsg_modal" id="CompanyStateCA_modal" name="CompanyState" aria-required="false" aria-describedby="CompanyCountryCA-errMsg" autocomplete="address-level1" required disabled="disabled"> <option label="State/province" selected="" value="">State/province</option> <option value="AB" label="Alberta">Alberta</option> <option value="BC" label="British Columbia">British Columbia</option> <option value="MB" label="Manitoba">Manitoba</option> <option value="NB" label="New Brunswick">New Brunswick</option> <option value="NL" label="Newfoundland">Newfoundland</option> <option value="NT" label="Northwest Territories">Northwest Territories</option> <option value="NS" label="Nova Scotia">Nova Scotia</option> <option value="NU" label="Nunavut">Nunavut</option> <option value="ON" label="Ontario">Ontario</option> <option value="PE" label="Prince Edward Island">Prince Edward Island</option> <option value="QC" label="Quebec">Quebec</option> <option value="SK" label="Saskatchewan">Saskatchewan</option> <option value="YT" label="Yukon">Yukon</option> </select> <label for="CompanyStateCA_modal" class="screen-reader-only">Select a state/province</label> <span class="error-msg body-fine" id="CompanyStateCA-errMsg_modal" aria-live="assertive">Select a state/province</span> </div> <div id="field-company-state-usa" class="field-company-state"> <select class="select-company-state-usa subscribe__field-info" data-error-id="CompanyStateUSA-errMsg_modal" id="CompanyStateUSA_modal" name="CompanyState" aria-required="false" aria-describedby="CompanyCountryUSA-errMsg" autocomplete="address-level1" required disabled="disabled"> <option label="State/province" selected="" value="">State/province</option> <option value="AL" label="Alabama">Alabama</option> <option value="AK" label="Alaska">Alaska</option> <option value="AZ" label="Arizona">Arizona</option> <option value="AR" label="Arkansas">Arkansas</option> <option value="CA" label="California">California</option> <option value="CO" label="Colorado">Colorado</option> <option value="CT" label="Connecticut">Connecticut</option> <option value="DE" label="Delaware">Delaware</option> <option value="DC" label="District of Columbia">District of Columbia</option> <option value="FL" label="Florida">Florida</option> <option value="GA" label="Georgia">Georgia</option> <option value="HI" label="Hawaii">Hawaii</option> <option value="ID" label="Idaho">Idaho</option> <option value="IL" label="Illinois">Illinois</option> <option value="IN" label="Indiana">Indiana</option> <option value="IA" label="Iowa">Iowa</option> <option value="KS" label="Kansas">Kansas</option> <option value="KY" label="Kentucky">Kentucky</option> <option value="LA" label="Louisiana">Louisiana</option> <option value="ME" label="Maine">Maine</option> <option value="MD" label="Maryland">Maryland</option> <option value="MA" label="Massachusetts">Massachusetts</option> <option value="MI" label="Michigan">Michigan</option> <option value="MN" label="Minnesota">Minnesota</option> <option value="MS" label="Mississippi">Mississippi</option> <option value="MO" label="Missouri">Missouri</option> <option value="MT" label="Montana">Montana</option> <option value="NE" label="Nebraska">Nebraska</option> <option value="NV" label="Nevada">Nevada</option> <option value="NH" label="New Hampshire">New Hampshire</option> <option value="NJ" label="New 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