As the alcohol category continues to expand in eCommerce, the evolving mCommerce channel ushers in a unique set of challenges for brands. While marketers and brand managers have a strong desire to help retail partners succeed in this fast-growing space, they lack the insights on how consumers truly shop for alcohol online, especially on mobile. The industry regulations and fragmented nature of the alcohol category further adds to the complexity of understanding and influencing online shopper behavior.
Such was the challenge for Constellation Brands, an international producer of some of the world’s most iconic beer, wine and spirits brands (i.e. Corona Extra, Modelo Especial, Robert Mondavi, Kim Crawford, SVEDKA Vodka, High West Whiskey). Constellation Brands teamed up with SKIM to better understand online and mobile shopper behavior via a realistic online retailer environment.
The goal was to uncover actionable insights that could help brands and retailers optimize images and category page formats. By capturing realistic mobile buying behavior via a confidential website replication environment, we uncovered true shopper reactions and online behaviors that were otherwise unavailable. In this session you’ll learn how brands can better overcome the challenges of understanding what works in a mobile environment and how retailers can benefit from taking a more holistic view when making decisions about their online content.
Date: Wednesday, March 6th
Location: Room 4, New York Marriott at the Brooklyn Bridge
- Lisa Caro, Director of Insights & Analytics for Emerging Opportunities – Constellation Brands
- Bill Salokar, Vice President, Client Solutions – SKIM
- Elizabeth Kadrich, Analyst – SKIM