First in Basket Prevails

With fewer points of interruption, the online experience is more seamless and easily enables repeat purchasing for existing brands and innovation.

Did you know ...

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66% of a household’s online Beer spend come from the same brand initially purchased, compared to 13% of in-store Beer spend
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*^{Source: Numerator Insights Alcohol Beverage Point of Entry Shopper Analysis across major brands 52W ending 4/30/22}*

Why is “first in basket”more important online?

Purchase History
Add-to-cart Ease
Dynamic Tracking
Prioritization/Favorability by retailer search engine algorithms

Why is this important?

Getting into an online basket early is critical to drive repeat purchases. With fewer points of interruption, the online experience is more seamless and easily enables repeat purchasing for existing brands and innovation. Investing in tactics that capture online brand buyers early will have strong long-term impact to a brand’s success.

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