There is plenty of data available, but is it being used strategically? At Kloster Kitchen, the third-party tool Klar was already being used to analyze shop and product data. But as is often the case, the insights stayed within the e-commerce team, while the performance team relied on gut feeling or best practices when selecting products for paid social and, in particular, UGC. We closed this gap: together, we developed a data-driven product focus for paid social, with some surprising findings. Contrary to expectations, even higher-priced variants showed potential compared to cheaper entry-level products.
Leveraging the full potential of Klar, not just for analysis, but as a foundation for actionable recommendations and strategic decisions in creative and campaign setup. The overarching question: Which products deliver the highest contribution margin while also being successful to sell on social media?
To this end, the following KPIs, among others, were analyzed using Klar:
- Which individual products are the most profitable?
- Which are frequently purchased together (bundles)?
- Which are suitable as retargeting starters or cross-selling products?
The focus was on products that performed above average in the shop, even if they had been advertised little or not at all on social media previously.
Intuition is good – data is better: What sells well in the shop doesn't have to be "too expensive" for paid ads.
Tip for other brands: Third-party systems should not just be used for e-commerce optimization, but actively integrated into creative and media strategies. Tools like Klar only reveal their true value when they are considered holistically.
Kloster Kitchen is known for its innovative product solutions for a conscious lifestyle, such as organic ginger shots with real ginger pieces, as well as smoothies and juice cleanses. The brand stands for naturalness, efficacy, and taste – and sells its products both via e-commerce and in retail stores.
