How Edrington U.K. optimized its omnichannel path-to-purchase strategy

Like many alcohol brands, Edrington UK emerged from the pandemic having to adapt to new shopper journeys. New consumption patterns led to a channel shift towards digital commerce. Consumers were increasingly turning towards “off-trade” channels (licensees, online retailers etc.) to enjoy more cocktails at home.

As a result, the company set out on a data-driven approach to understand how shopper behaviour changed and to bring clarity to the complex whisky category. Deep diving into the complex pathways to purchase was critical for their mainstream and prestige brands in the dark spirits category. Uncovering these insights was key for the U.K.’s #1 whisky supplier to optimize its omnichannel marketing effectiveness.

Join Edrington UK and SKIM to learn the four-step insights and activation approach used to:

• Ensure Edrington UK prestige brands would show up in the most influential parts of the path to purchase.
• Know what ‘winning’ looks like across channels and at each offline touchpoint, so they could optimise their marketing strategy, spend and tactics.
• Uncover online growth opportunities and strengthen retailer partnerships.
• Adopt a more data-driven process for decision making.

Case Study Consumers Joint Presentation