The UK alcohol industry is currently valued at €65 million . The true extent of the current market boom can been seen in the growing trend of craft and artisan beers, alongside the growing beer-only venues and sites that sell them. This trend is even changing how beer is being consumed in bars with a change from glass steins to shorter aluminium cans. The alcohol industry, like many others, is undergoing a digital transformation.
With the majority of millennial shoppers purchasing their perishable goods solely online, and over half of all shoppers purchasing at least some of their items via a site, it is safe to presume that devices may soon replace the shopping trolley. So, it isn’t too much of a wild step to imagine this is how the majority of alcohol will soon be purchased.
So, what does all this mean for the customer experience? Alcohol, being a beverage used in spaces for socialising, will now be able to go directly to the consumer, in the comfort of their home. How do you create the same excitement a shopper may feel choosing a wine for dinner with a loved one or picking up a six-pack on en-route to a party?
The Common Thread spoke with Olivia Delebarre of 31DOVER, the retailer selling alcohol solely online, about how it creates marketing experiences that customers will love enough to choose them over the local corner shop.
Start – 03:50
03:51 – 07:15
07:16 – 15:05
15:06 – 27:48
27:49 – 31: 22
31:23 – end
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