The on-premise space has always been something of a black hole for many of those supplying the channel: a fragmented market and disparate data make for a frustrating time when trying to define and build effective strategies. And the unpredictability of the past 18 months has only made things more challenging.
Additionally, many venues are now looking to their suppliers more than ever to help them understand the triggers and behaviours that sit behind the purchase.
The last time Shopper Intelligence reported on the on-premise shopper (or “patron”) in 2018, the world was a very different place. The on-premise liquor patron has changed a lot since then too.
In off-premise liquor coverage, Shopper Intelligence talks a lot about ‘understanding what’s important to your shopper’. This is a far more specific proposition, compared to the generic profile of ‘who that shopper is’. Shopper Intelligence believe that the same understanding should be front and centre when considering the on-premise consumer.
View the webinar to hear Shopper Intelligence’s David Shukri talk about the needs for suppliers to:
- Get specific: hone in on the who, when, what and how of your on prem shopper
- Nail their choices: build your plans around their path to purchase, when they’re making their drinks and venue decisions and how you can influence them most effectively
- Brand where it counts: identify the mindset, the occasions and the opportunities you can best leverage to embed your brand, not just for on prem sales, but for loyalty in the off premise as well.
Shopper Intelligence is a Corporate Partner of the Drinks Association.