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Situation

As a result of the growing sales of beer in the c-store channel, a leading alcoholic beverage company wanted to understand the purchase journey of the c-store beer shopper. Specifically, to identify digital communication opportunities to grow conversion and increase penetration & basket size.

Outcome

We developed a comprehensive research plan that included an online survey to quantify specific behaviors, an in-the-moment mobile diary to capture & validate in-store behaviors, and an online qualitative discussion to add depth to the findings. The results enabled us to identify digital engagement opportunities at each phase of the shopper journey and recommend features to incorporate in their digital strategy.

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