The recent “eCommerce Expansion” webinar examined the reasons behind the strong growth and sales of alcohol products in the Australian market.

Why it matters

To maximise brand reach and market penetration, brands must connect across omnichannel touchpoints to create a seamless and convenient user experience that provides many options for fulfilment, thus making investments in digital marketing crucial.

Takeaways

• Brick-and-mortar retail stores are still preferred over online-only retailers, while social media has the lowest purchase transactions.
• Tap influencer reviews in TikTok videos and social media posts because they can be effective persuasive marketing.
• Service is another important touchpoint, where in-store...