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1、eCommerce Benchmarks&Insights for Multichannel Alcohol BrandsHow MikMak Helps Alcohol Brands Grow,Commerce-First2024 eCommerce ReportAlcohol eCommerce is transforming;understanding the trends is vitalLaws and regulations create hurdles for Alcohol brands when it comes to advertising and distribution

2、In March of 2024,the popular Alcohol delivery service Drizly,which was the top Alcohol retailer in the MikMak Shopping Index,halted their services which caused consumer preference for Alcohol to shift significantlyNow,more than ever,Non-Alcoholic drink alternatives are rising in popularity with cons

3、umers with 41 percent of Americans making an effort to drink lessThe number of times a shopper has clicked through to at least one retailer during a single session.Purchase Intent Clicks:The percentage of shoppers who clicked through to at least one retailer.Purchase Intent Rate:Report OverviewMikMa

4、k Commerce-enabled brand websites see the highest Purchase Intent Rates*,compared to other channel typesInstacart is the most popular online retailer for Alcohol Brands based on Share of Purchase Intent Clicks*According to Statista,the Alcohol eCommerce market is projected to reach over$51 billion b

5、y 2029eCommerce revenue of alcoholic drinks industry worldwide from 2024-2029Source:Statista Market Insightsin billion USD(US$)Accelerate Sales&Market ShareFor any brand,it is important that across all media and brand websites,shoppers can find and buy your Alcohol products faster,in-store and onlin

6、e.Right now,Social Platforms are significantly driving the most eCommerce traffic for Alcohol brands,yielding 84.9 percent of Purchase Intent Clicks.This is largely due to marketers investing a large portion of their advertising dollars into social media.Brand websites follow with 4.9 percent.Displa

7、y ads come in third with 4.6 percent of Purchase Intent Clicks.Video,Search,and Audio ads follow with 2.9,2.6,and 0.1 percent of Purchase Intent Clicks,respectively.Make your products discoverableShare of eCommerce Traffic by Channel Type:Based on Purchase Intent ClicksCurrently,Alcohol brands that

8、use MikMak Commerce for their Brand Websites drive the highest Purchase Intent Rates*at 13.3 percent.Search drives the second highest with 7.4 percent.Social ads follow with 6.7 percent.Audio,Display,and Video ads yield Purchase Intent Rates of 3.0,1.5,and 1.0 percent,respectively.Purchase Intent Ra

9、tes by Channel TypeShare of eCommerce Traffic by Social Channel:Based on Purchase Intent ClicksWhen looking at social specifically,Alcohol brands are investing the most in Meta,which dominates the Alcohol space in terms of traffic,by driving 96.4 percent of Purchase Intent Clicks.Pinterest follows a

10、t 1.7 percent.Snap is in third at 1.2 percent.YouTube and X(formerly known as Twitter)both drive 0.4 and 0.2 percent of Purchase Intent Clicks,respectively.Meta not only drives the most traffic for Alcohol brands,but is also the most likely to convert into sales,compared to other social platforms,wi

11、th an 8.2 percent Purchase Intent Rate.YouTube is second at 3.7 percent.Following YouTube,is Pinterest at 0.6 percent.X and Snap both drive Purchase Intent Rates of 0.5 percent.Likelihood of Conversion by Social Channels:Based on Purchase Intent RateMikMak Commerce provides premium consumer shopping

12、 experiences that create a seamless path to checkout at any retailer,from anywhere across your entire media mix,including social media,retail media,programmatic,paid search,CTV,video,email,and brand websites.How MikMak makes products discoverableIts really about making sure that our product offering

13、s are right,and the experiences that consumers are discovering us in,and trying us in,bring to life something that they want to recreate.Andrea Sengara,Head of MarketingLISTEN HERETurn content in conversions with Shoppable RecipesIn the highly competitive eCommerce space,product visibility and acces

14、sibility are paramount.MikMaks new Shoppable Recipe capabilities are transforming how brands leverage recipe content.This feature enables consumers to easily purchase products directly from a brands recipe content,boosting basket value,and accelerating sales.It also offers brands valuable first-part

15、y data to fine-tune future marketing initiatives while opening up new avenues for product partnership marketing.Product FeatureMikMak supports brands with the compliance of industry-specific regulations by implementing new automated controlsMake your products more discoverable while adhering to all

16、state and countrywide regulations.These automated solutions are easy to implement,update,and customize.These controls include:Tied-House Control(US,Alcohol):MikMak supports its customers with their compliance of“Tied-House”laws by ensuring 2 non-marketplace retailers are shown within MikMak 2.0 and

17、MikMak 3.0 experiences.Marketplaces Control(US,Alcohol):MikMak supports its customers with their compliance of“Marketplace”laws by ensuring ONLY marketplaces are shown within MikMak 2.0 and MikMak 3.0 experiences.State Retailer Control(US,Alcohol):MikMak supports its customers with their compliance

18、of Various State Alcohol Regulations by providing a Retailer Category Allowlist by State for MikMak 3.0 experiences.With this feature and field within the MikMak 3.0 Platform brands can upload a document that outlines exactly what states can show specific retailers.Age Gate Control(Global,Alcohol+To

19、y):MikMak supports its customers with their compliance of“Childrens Online Privacy Protection Rule(COPPA)”rule by providing an age gate option for MikMak 3.0 brand website experiencesAriZona SunRise increased purchase intent and collected valuable first-party shopper data by making Hulu CTV Pause Ad

20、s shoppable with MikMakA leading Alcohol brand leverages MikMak to run a multi-brand experience to showcase multiple brands within its portfolio,simplifying the path to purchase for shoppers and increasing Purchase Intent Rate.400%Higher Purchase Intent Rate from Hulu Ads compared to other Platforms

21、 375%Higher Purchase Intent Rate compared to AriZona SunRise average during the previous year47%Higher Purchase Intent Rate than the Alcohol Category Benchmark2.2x Higher Purchase Intent Rate than the brands performance during this time period1.3x Higher Purchase Intent Rate than the Alcohol categor

22、y benchmark during this time period45%Of clicks in the multi-product experience went to newly featured brands.SEE MORE CASE STUDIESREAD FULL CASE STUDYTo effectively grow market share,you must know,compare,and optimize your performance against brands in your category by channel,retailer,and more.You

23、 must also understand how performance changes over time.Purchase Intent for Alcohol brands peaks in the first half of the yearWhile its typical for Alcohol brands to see more traffic around the holiday season,last year showed that Purchase Intent Rates are actually higher near the first half of the

24、year.Valentines Day,February 14th,saw the highest Purchase Intent Rate of the year at 11.8 percent.So far this year,however,Purchase Intent Peaks have been in March.The highest Purchase Intent Rate to date has been March 13th,with a Purchase Intent Rate of 6.6 percent.Beat the competitionPurchase In

25、tent Rates for Alcohol Brands,2023Purchase Intent PeakPurchase Intent Rates for Alcohol Brands,2024(as of May 12th,2024)Peak Dates:1/15,1/17,2/14,2/15,2/23Peak Dates:3/12,3/13/3/14With MikMak Benchmark Insights,you can see how your brand stacks up against other brands in your category.More specifica

26、lly,you can identify new conversion opportunities and optimize performance over time to understand how your performance and media investment has supported your goals.How MikMak creates competitive advantageEvery single brand out there,CPG,FMG,you name it,everyone is going in the same direction.And i

27、f you really start thinking about it and you get your juices flowing,you will see that actually theres a lot that can be done starting with the concept of building up a brand,but also building up a community,making consumers connect with you,being relevant in culture,and having amazing products.Nuno

28、 Pedro,Global Head Digital Center of ExcellenceLISTEN HEREUsing proprietary,retailer-specific consumer insights in joint planning discussions with retailers can help unlock shelf space and media value.Instacart is the top checkout option for Alcohol BrandsRight now,among the top five checkout option

29、s for Alcohol brands,Instacart leads the way,with 34 percent of Purchase Intent Clicks.Total Wine follows with 28.7 percent.Walmart is third with 23.5 percent.Minibar comes in fourth with 7.9 percent,and Kroger rounds out the top five checkout options seeing 5.9 percent.Strengthen Retailer Partnersh

30、ipsTop 5 Alcohol Checkout Options,Share of eCommerce TrafficOne of our main objectives is to make sure that our platform is not a luxury.We are investing heavily in ways for consumers to save.There are already so many ways to save on our platform like next-day delivery,we have enabled EBT SNAP,there

31、 are hundreds of retailers on our platform with seamless in-store pricing.“Chris Rogers,Chief Business OfficerLISTEN HEREIn March of 2023,the popular Alcohol delivery service,Drizly sunsetted,causing checkout preferences to shift.At the time,MikMak data showed that Instacart was positioned to drive

32、the next most traffic behind Drizly.That still yields true.When looking at a snapshot of the last 30 days(April 12th,2024-May 12th,2024,after the Drizly sunset),Instacart drove 37.3 percent of Purchase Intent Clicks when stacked up against the top 5 Alcohol checkout options.Instacart Spotlight:Life

33、after DrizlyTop 5 Alcohol Checkout Options,Share of eCommerce TrafficInstacart has also recently launched a new UberEats partnership,meaning shoppers may soon be able to purchase their favorite spirits alongside their favorite takeout options.This might be a new opportunity for Alcohol brands to cre

34、ate partnerships,or see their products purchased alongside non-traditional items.Instacart has also been seen in the eCommerce space as a platform on the cutting edge of commerce,utilizing retail media and AI capabilities such as their“Ask Instacart”feature to connect consumers with brands.Read MikM

35、aks Recent Instacart Guide:DOWNLOAD NOWWatch MikMak Founder and CEO,Rachel Tipograph talk about Instacart on Yahoo FinanceWATCH NOWBourbon sees the highest Purchase Intent Rates,compared to other Alcohol productsWhen looking at the products currently driving the highest Purchase Intent Rates,or the

36、likelihood that a shopper will click through to a retailer option,Bourbon takes the lead.While the Purchase Intent Rate does not measure product popularity,it can give brands an idea of what products people might likely add to their cart after seeing branded media.Top 10 Alcohol Items(by type)(by Pu

37、rchase Intent Rate)1.Bourbon6.Pre-mixed Martini2.Gin7.Silver Tequila3.Tequila Anejo8.Irish Whiskey4.Aged Whiskey9.Pre-mixed Vodka Cocktail5.Limited-Edition Tequila10.BeerDo you know if your media investment resulted in a purchase?If so,what was in that cart?This is where MikMak Sales Insights closed

38、-loop attribution,or the ability to tie granular consumer touchpoints like platform and campaign all the way through to purchase,comes in.Drive business impact and accelerate your eCommerce growth by gaining visibility into your consumers shopping journey,all the way through purchases at select reta

39、ilers.How MikMak helps brands strengthen retailer partnershipsMikMak has partnered with Circana for a first-of-its-kind report measuring the impact of digital marketing on offline sales.Brands can now confidently understand the influence their digital marketing has on brick-and-mortar sales.LEARN MO

40、REA leading Beer brand partnered with MikMak to run campaigns in Walmart Connect while gaining key insights and remaining compliant with Tied House LawsRetail Media Growth Retail media spend is projected to double by 2027 to$100 billionIn order to compete for consumer dollars in the fastest growing

41、advertising channel,this brand needed MikMaks multi-retailer checkout experience to comply with Tied House laws.Holistic InsightsCompare performance across Retail Media Networks and brand mediaLeveraging MikMak within a RMN allowed this leading Beer brand to accurately measure performance to inform

42、investment and placement decisions within the new and growing Retail Media space.Drive Profitability&Reduce CostsDo you know where is best to invest your next marketing dollar?First,its important to understand the channels,campaigns,creative,and audiences that actually convert.Improve marketing effe

43、ctivenessFlorida sees the highest Purchase Intent Rates for Alcohol Shoppers in the US1.Florida2.New Jersey 3.California4.New York5.Pennsylvania6.Texas7.Ohio8.Georgia9.North Carolina10.MichiganAlcohol Shoppers are most likely to purchase Thursday eveningsTop Days of the Week(by Purchase Intent Rate)

44、Top Hours of Day(by Purchase Intent Rate)1.7 pm ET2.8 pm ET3.6 pm ET4.5 pm ET5.10 pm ET1.Thursday2.Wednesday3.Tuesday4.Friday5.MondayMikMak provides the worlds leading Alcohol brands with exclusive first-party consumer insights.With MikMak Insights,you can look into your performance from every angle

45、,and dig deeper than other providersHow MikMak improves marketing effectiveness“MikMak provides us with Purchase Intent by brand,by retailer,and by market,and most times,this is the closest we could get to closed-loop sales attribution for our campaign.Since we cant get actual conversions at a lot o

46、f retailers due to legal limitations.When it comes to sales lift and incrementality,that allows us to understand the impact the media had in driving omnichannel sales.”WATCH NOWConsumer-Centric Commerce:How to Drive eCommerce Growth with the Ultimate Omnichannel Brand ExperienceGarrison Brothers Dis

47、tillery increased purchase intent by enhancing the shoppability of their ads and leveraging 1P data to optimize their media mix.Read Full Case StudyAfter leveraging MikMak Commerce for Brand Websites,an Alcohol brand expanded to Media and created a halo effect on brand website attributable sales.89%

48、Of the brands Attributable Sales came from Brand Website while Media had 88%of traffic during Media activation3.2x Higher Attributable Sales on Brand Website during Media activationAllison WebbDirector,Digital Conversion MarketingTo truly improve performance and lower costs,you must also own and hav

49、e a consolidated view of your consumer data and audiences.Collect first-party dataLikelihood of Conversion for Alcohol,by Household Size:Based on Purchase Intent RateShare of eCommerce Traffic by Household Size1-Person Households are most likely to purchase Alcohol,and drive the most traffic to Alco

50、hol BrandsHow MikMak provides first-party dataUse first-party data collected by MikMak Commerce to build and segment qualified shopper audiences within your ads managers/DSP to improve media targeting based on product interest,retailer preferences,and channel behavior.You can also retarget or build

51、lookalike audiences to be leveraged across your entire media plan.The Custom Report Builder allows brands to build bespoke reports identifying the key variables driving purchase intent and sales with the desired metrics,dimensions,and filters in the MikMak Insights Platform.The reports can be quickl

52、y and easily shared within organizations,thus improving collaboration and saving brands time and money.Custom Report Builder from MikMakLEARN MOREIt all goes back to the consumer,think about Google,zero moment of truth,where are consumers having friction when they are about to make a decision on you

53、r product?Lewis Broadnax,VP of Global eCommerce and DigitalLISTEN HEREA leading Alcohol brand leveraged MikMak Insights to sharpen targeting and optimize media for lower funnel actions,resulting in a 59%improvement in CPC efficiency YoY.3.4x Higher Purchase Intent Rate on Meta w/MikMak Audiences tha

54、n other audiences62%Improvement in CPC efficiency on Youtube after moving spend from Instream to YouTube Video ActionWith consistent,real-time reporting and easy access to consumer,retailer,and platform insights,brands internal teams and agencies can save a ton of time and money.Couple these insight

55、s with best practices,and your team will be sure to gain market share and drive profitability time and time again.Save time and money1.Feed-Based Video AdsDesign with sound off in mind.Capture attention within the first few secondsShowcase your brand early and consistently throughout the videoOptimi

56、ze for the 4:5 aspect ratio to maximize screen real estateExperiment and try new approaches to engage viewers effectively2.Reels(and Story)Video Ads:Keep it simple and highlight a single benefit or productTry unconventional angles or perspectives to make your content stand outUse varied layouts and

57、interesting compositions Create a focal point in the foreground to guide viewers attention3.Image Ads in the FeedConsider the mobile best practices mentioned earlierTailor the messaging to resonate with the target audiences needsFocus on your core products that drive the majority of omnichannel sale

58、sPay attention to merchandising to enhance the appeal of your adsMikMak offers one easy-to-use global platform that automatically enables consistent reporting and fast decision-making across the entire organization.With the MikMak Platform,brands can also leverage direct integrations with third-part

59、y Product Information Management(PIM)platforms including Salsify and Syndigo;as well as Data Visualization Platforms and Data Lakes like Tableau and Google Data Studio.How MikMak saves time and moneyGet the basics down.Is your Alcohol brand utilizing its brand website?Are you taking a multichannel a

60、pproach with multi-retailer checkout?Are Instacart,Total Wine,and Walmart part of your checkout options?Develop more nuanced insights for consumer relevance.Is your brands website utilizing multi-retailer checkout?Which channels are part of their shopping journey?Add the channels and retailers that

61、resonate with your consumers to the mix.Can you expand to new formats like QR codes and CTV?Optimize your content.Keep your creative and marketing outreach focused on consumer behavior.Consider implementing Shoppable Recipes or other innovative content to capture new shoppers.Be agile and quick with

62、 your data,and use insights to adjust your creative and advertising methods effectivelyExplore growth opportunities.Check your performance against category(and subcategory!)benchmarks to see how you stack up against the competition.A/B test creative and messaging to see if purchase intent increases.

63、Were here to help.MikMak helps multichannel brands gain deeper consumer insights to grow and protect market share.Contact us at !Your Alcohol eCommerce Marketing ChecklistAll data and insights from this Category Benchmark and Insights Report are sourced from the MikMak Shopping Index.The MikMak Shop

64、ping Index was developed to provide a standardized set of metrics,methodology,and benchmarks to help drive brands business results and strategy.It is a collection of key eCommerce KPIs collected across hundreds of brands and over 250 channels and more than 7,000+retailer integrations to understand consumer online shopping behavior.All data in this report is from 05/12/2023 to 05/12/2024.Lets chat!Want to get even more insights?Looking for a different category?Contact !