Shopping experience redefined
Consumers have embraced the convenience of online alcohol ordering, with home deliveries or click & collect services. A long‑term trend, accelerated during confinement, that is driving an expectation for meaningful experiences and seamless interactions.
Opportunities
Demand will continue for the key advantages of e-commerce – fast fulfilment, price range and selection. Beyond convenience, consumers will also look for personal, social and interactive experiences.
Key points
How can our brands go further in how they connect, engage and shape the customer journey through engaging content and redefining the shopping experience?
Actions
- Click & collect services available at our wineries and distilleries accelerated during lockdown.
- New Drinks & Co marketplace now connecting consumers with all our brands in one place for the best online experience.
- Partnership with on‑demand delivery start‑up Glovo, enabling consumers to order via a mobile app and have goods delivered in less than an hour.
47 %
of consumers say they have discovered new ways to shop, such as online, and use delivery ‘services’ since the beginning of Covid-19
Source : Sourcing Journal
Augmented home entertainment
Home has become an increasingly privileged place for people to create togetherness and conviviality. Covid-19 stay-at-home directives will bring a lasting shift towards more do-it-yourself home entertaining.
Opportunities
Consumers will dedicate more time and resources to at-home convivial occasions. They are open to experimenting with new entertainment options, especially convenience solutions that help them host or celebrate in style.
Key points
How do we better support consumers’ experiences as hosts and guests with new products and services to enhance conviviality at home?
Actions
- Partnered with Create Cocktails in the UK to launch limited-edition cocktail boxes for the Happy Place festival and the Royal Ascot horse race.
- In France, Mumm started wine and food pairings at home for the members of the RSRV club.
- Launch of new range Absolut Vodka Soda and Cocktails to recreate the cocktail experience at home.
49 %
of consumers in China stated spending more money than usual on home entertainment items due to Covid-19
Source: Statista, April 2020
Virtual togetherness
Togetherness is being redefined as a state of mind and not just a physical experience, especially in a Covid‑19 context. From cloud parties and gaming to virtual reality worlds, people are sharing fun experiences across distances.
Opportunities
Online gatherings will expand in the conviviality of tomorrow. Consumers want to strengthen social bonds and create community in emerging types of virtual occasions.
Key points
As socialising habits change and online interactions become mainstream, how do we experiment with new platforms and partners to transform these into meaningful experiences?
Actions
- Festivals continue with live-streaming initiatives, including Tomorrowland Around the World, Boiler Room Festival, Stay Home Festival, Untold Festival, DGTL Amsterdam and NTS online radio.
- JD.com in China launched an online clubbing campaign inviting musicians and DJs to perform while offering click to order option for consumers.
- ‘Stay Inn series’ by Jameson offering online entertainment (pub quizzes, concerts, virtual visits of distilleries).
43 %
of UK consumers would be interested in watching a concert or art performance in virtual reality
Source: Alternative Realities