How AB InBev strengthened its online sales in the beer category

Multinational drink and brewing company, AB InBev, identified that its beer category was under-penetrating online compared to in-store. Recognising that tackling this issue could lead to big opportunities, the company commissioned IGD experts to undertake an in-depth shopper study.

Jigsaw with missing piece

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 missing piece

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.

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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