Omnichannel Mastery
Strategic approach to enhance shopper experience in the global spirits industry.
The client needed to understand how various touchpoints influenced the shopper journey and determine how to strategically leverage these channels to achieve specific brand goals.
How we worked the problem
- 01
Charted the alcoholic beverage occasion ecosystem using the 5Ws framework (Who, What, When, Where, Why)
- 02
Identified high-level Jobs-to-be-Done (JTBDs) to optimise each touchpoint's potential
- 03
Conducted SWOT analysis for individual touchpoints and defined each touchpoint's role (educate, inspire, disrupt)
- 04
Refreshed owned media content strategy and guided in-store activation planning
- 05
Leveraged dark social and mobile-optimised communications
- 06
Optimised earned media impact and rationalised A&P spending across channels
What changed
- Comprehensive understanding of consumer interactions across touchpoints
- Identified high-impact JTBDs and improved decision-making
- Enhanced marketing effectiveness and shopper engagement throughout the global spirits market
Have a problem like this?
Tell us the situation. We'll tell you what's possible — and where the risks are.