Cocktails, spirits … and all those in between! Digital path to purchase in the liquor and spirits industry

Maria Alejandra Velandia and Gabriela Parias Rojas

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Situation

The company, looking to increase sales and market share, has identified that one potential channel to achieve this goal is online sales. This will increase online and offline sales.

This business objective triggered the need to achieve a deeper understanding of the liquor shopper; understanding their needs, interest and shopping pathways in order to influence their decision in the right place, moment and form.

Objectives

  1. Identify their digital navigation patterns in terms of:
    1. Session time
    2. Browsing times
    3. Web page and websites visited
    4. Frequent searches and queries
    5. Incidence of e-commerce visits
    6. Searches and queries prior to visiting on an online...

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