Understand the Omnichannel Journey

A leading producer of beer, wine, and ready-to-drink alcoholic beverages partnered with W5 to identify the pivotal moments during the shopping process across categories and channels, supporting a focused shopper marketing strategy.

APPROACH

W5 conducted a robust online quantitative survey with beer and wine shoppers to capture key touchpoints and barriers in the shopping process across a wide range of product categories and channels. The insights from this phase were leveraged to create hypotheses around the shopping experience that were explored in greater depth during an extended virtual ethnographic study. This qualitative research phase asked shoppers to describe their category habits and track their experiences. Shoppers documented via mobile activities at each step of their shopping journey, noting the pre-store, in-aisle, and post-shopping touchpoints that drove purchase decisions.

RESULTS

Research insights were leveraged by internal category and channel teams as well as external retailer partners. Results plotted the shopper journey, highlighting how shifts in consumption occasions and channel choices lead to different purchase triggers and drivers. This allowed teams across the organization to create shopper-focused and context-specific shopper marketing strategies, ranging from building brand awareness and consideration pre-shop, to in-aisle strategies for disrupting routines and capturing attention.