Thursday, November 4, 2021
11:00 AM - 11:10 AM (EDT)
 
11:10 AM - 11:45 AM (EDT)

The definition of “retail” has expanded, and the path to purchase now often never leaves the house, as consumers increasingly demand hyper-convenient options for their shopping needs. That has turned third-party home delivery services like Instacart, Gopuff and Drizly into a critical sales channel as well as an important vehicle for shopper engagement. And with government regulations adapting to the evolving e-commerce landscape, home delivery is bringing new opportunities to the alcoholic drink category as well. So how can beer, wine and spirits brands best leverage these new “retailers” to reach shoppers?

In this dynamic discussion, Courtney Crossley of The Mars Agency will join with executives from leading home delivery services to examine mission-critical issues for brands, including:

  • Current trends in shopper penetration and behavior.
  • Best practices for driving engagement and conversion.
  • Strategies for seizing the unique “moments of opportunity” created by this new medium.

Live Q&A directly following.

 

11:55 AM - 12:25 PM (EDT)

Adult beverage brands can benefit from working with retailers and utilizing Audio OOH technology to increase activation at the point of purchase. Market research reveals that the influence on shopper behavior can be significant when the media mix includes retail media, online/offline and in-store. The panel will discuss these topics, as well as provide perspective on how COVID-19 is impacting buyer behaviors.

Live Q&A directly following.

 

12:35 PM - 12:40 PM (EDT)
 
12:40 PM - 1:10 PM (EDT)

No alcohol and low alcohol beverage choices for adults is a quickly growing category. To keep up, brands must understand this emerging segment of adult beverage consumers. Identifying, developing and launching the RIGHT products and services is a critical component of successful organizational growth and consistent market success in this burgeoning beverage space.

To find out where consumer preference or future innovation opportunities may exist, brands can use discovery market research to understand the white space in this emerging arena. During this session, we will dig deeper into different ways to gain insight through a brand stretch research approach—where brands can test ideas through qualitative consumer research in conjunction with a quantitative study. The results of this hybrid approach will uncover where a brand might have “permission” to stretch into this no-low category. We will also look at white space opportunity mapping, where brands can look at claims and ingredients for a potential new no-low product expansion. This process identifies consumer areas like importance, frequency and satisfaction—identifying the potential for success.

We also will share results and insights from their recent consumer study covering the no-low alcohol beverage space, and dig into market research approaches that will help your brand identify white space opportunities for innovation in this niche vertical.

Live Q&A directly following.