While consumers continue to shift their spending online, there is an opportunity to accelerate and outpace competition for bev alc.
Why is eCommerce Important for bev alc?
While consumers continue to shift their spending online, there is an opportunity to accelerate and outpace competition for bev alc.
Online Spend is Higher for Category and Total Basket
Spend per Trip is 34% higher for all Edible Grocery Online compared to In-Store, and is 21% higher for Bev Alc. While Online Total Basket Spend for Edible Grocery is 24% higher compared to In-Store, basket spend is 50% higher for Bev Alc.
Source: Numerator Insights Mini America 21+ Panel, FMCG & eCommerce Channel Shopper Metrics- Grocery & Beverage Alcohol, 52Wks Ending 10/23/22
Omnichannel Shoppers Are More Valuable
68% of Edible Grocery Households are Omnichannel Shoppers, while only 9% of Bev Alc Households are Omnichannel Shoppers. Edible Grocery Omnichannel Shoppers spend +24% more than In-Store only Edible Grocery Shoppers Bev Alc Omnichannel Shoppers spend +104% more than In-Store only Bev Alc Shoppers.
Source: Numerator Insights Mini America 21+ Panel, FMCG & eCommerceChannel Shopper Metrics- Grocery & Beverage Alcohol, 52Wks Ending 10/23/22
Converting Even 1 Bev Alc In-Store Trip to Online Drives More Total Store and Category Sales
Source: Numerator Insights Mini America 21+ Panel, FMCG & eCommerce Channel Shopper Metrics- Grocery & Beverage Alcohol, 52Wks Ending 10/23/22
Key Takeaways:
Online Trip Spend and Total Basket Spend is Higher Online
Omnichannel Shoppers are More Valuable
Shifting Trips Online increases overall Basket Size and Category Spend
Actions you can take:
Drive awareness of the Bev Alc category during the online shopping journey
Advertise Bev Alc’s online availability to shoppers when they are in-store to drive conversion online
Leverage Bev Alc as a basket builder online through cross-category recommendations
Prioritize Bev Alc for online promotional considerations
Engage with Omnichannel shoppers digitally to influence their in-store purchases
Execution Examples:
Increase visibility of the Bev Alc Category on-site in the department taxonomy and in image placements throughout
Inform in-store shoppers that Bev Alc is available online through in-store POS, bag inserts, direct mail, shelf danglers/blades, etc…
Suggest Bev Alc in product carousel and during check-out. Suggest Bev Alc pairings for on-site recipes and link to those items to add to cart
Include Bev Alc in on-site banners, carousels and other placements
Improve digital shelf experience through continuous optimization of search results and Product Description Pages (PDP) content
Alternative Alcohol Beverage (AAB) is an emerging category that blurs traditional Alcohol Beverage category lines — making it more difficult for shoppers to find in traditional Beer/Wine/Spirits category hierarchies and search terms online.
Shoppers have unique and differentiated decision processes when their intended purchase is unavailable online. Utilizing insight into how the shopper thinks can enable shopper retention and conversion with the digital shopper-first shelf.
Leverage your digital influence by ensuring your digital shelf creates a friendly shopper experience not just to drive online but also in-store conversion.
