The challenge

Although online is the fastest growing channel in the UK, there are some categories which continue to under-trade compared to in-store.

AB InBev wanted to understand why the beer category under-indexes online and find ways to address the problem and drive sales..

The solution

To build a clear picture of purchasing habits and barriers to conversion, IGD conducted extensive qualitative and quantitative research amongst shoppers in UK and France.

The results were gathered from a range of methodologies, including:

• Online screencast recordings of grocery shops
• Online communities
• In-depth home interviews
• Survey of 2,000 shoppers

By exploring these streams, IGD uncovered powerful and actionable insights and implications for AB inBev.

Key results

• AB InBev have a detailed and accurate understanding of how people shop for beer online.
• The biggest barriers to driving beer conversion online were identified
• Results fed into a strategy that could be put into action with key eCommerce customers and directly with their shoppers