How AB InBev strengthened its online sales in the beer category
Multinational drink and brewing company, AB InBev, identified that its beer category was under-penetrating online compared to in-store. Recognising that tackling this issue could lead to big opportunities, the company commissioned IGD experts to undertake an in-depth shopper study.
The challenge
Although online is the fastest growing channel in the UK, there are some categories which continue to under-trade compared to in-store.
AB InBev wanted to understand why the beer category under-indexes online and find ways to address the problem and drive sales..
The solution
To build a clear picture of purchasing habits and barriers to conversion, IGD conducted extensive qualitative and quantitative research amongst shoppers in UK and France.
The results were gathered from a range of methodologies, including:
- Online screencast recordings of grocery shops
- Online communities
- In-depth home interviews
- Survey of 2,000 shoppers
By exploring these streams, IGD uncovered powerful and actionable insights and implications for AB inBev.
Key results
- AB InBev have a detailed and accurate understanding of how people shop for beer online.
- The biggest barriers to driving beer conversion online were identified
- Results fed into a strategy that could be put into action with key eCommerce customers and directly with their shoppers