Transcript

© CLAVIS INSIGHT

‘TAKING A CATEGORY VIEW OF CHRISTMAS ONLINE PERFORMANCE’

UK BEERS, WINES & SPIRITS ANALYSIS

CLAVIS INSIGHT INDEX, CI2

John Neilson is Marketing Director - Global Products & FMCG Thought Leadership at Clavis Insight.He has over 10 years experience and expertise in the fast moving consumer goods (CPG) retail and insight industries, having worked for Kerry Group, Unilever, and dunnhumby. In his current role, John is responsible for driving actionable insight and providing thought leadership to our CPG partner clients, helping them win online.

TODAY’S PRESENTER

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WHO WE ARE…

The Industry Leader of Online Retail Store Analytics forConsumer Packaged Goods Manufacturers & Retailers

…analyze everything the

customer sees…

…technology to visit online stores

around the world…

...deliver insight solutions, analytics and consultancy…

HOLIDAY SHOPPING TRENDS

While overall sales of alcohol in the UK have been declining, online sales are bucking the trend…online shoppers are ready to splash out for Christmas and New Years!

2013 UK alcohol spend was £14 billion ($22

billion), a figure declining since 2007

Online alcohol sales continue to grow, with Nov & Dec 2013 sales

up vs. year prior

Christmas see the Alcohol category drive

significant traffic to store

+16%particularly champagnes and sparking wines!

Office of National Statistics, IMRG Capgemini retail index and Grocer

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SCOPE & APPROACH

• Market: UK

• Categories: Beer & Cider, Spirits & Liqueurs and Wine & Champagne

• Stores: Asda, Ocado, Sainsbury and Tesco

• Brands: 100+ brands, over 1500 SKUs

• Time Period (inclusive): • ‘Pre’ Period Nov 24th – 28th

• ‘Post’ Period Dec 22nd – Dec 26th

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PRE-CHRISTMASCI2 TOP 10 BEER & CIDER

Pre Christmas CI2 Beer & Cider

Brand Name Brand CI2 Rank CI2

Guinness 1 120

Bud Light 2 119

Carlsberg 3 119

Foster's 4 118

Beck's 5 116

Carling 6 116

Budweiser 7 114

Desperados 8 113

Grolsch 9 113

Bulmers 10 113

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CHRISTMAS WEEKCI2 TOP 10 BEER & CIDER

Christmas Week CI2 Beer & Cider

Brand Name Brand CI2 Rank CI2

Stella Artois 1 113

Carlsberg 2 112

Budweiser 3 110

Strongbow 4 110

Guinness 5 110

Bud Light 6 109

Budvar 7 109

Bulmers 8 108

Grolsch 9 108

Old Speckled Hen 10 108

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PRE-CHRISTMASCI2 TOP 10 WINE & CHAMPAGNE

Pre-Christmas CI2 Wine and Champagne

Brand Name Brand CI2 Rank CI2

Freixenet 1 124

Blossom Hill 2 124

Echo Falls 3 122

Black Tower 4 121

Oyster Bay 5 115

Wairau Cove 6 114

Gran Familia 7 114

Vina Abali 8 114

Arniston Bay 9 114

Yellow Tail 10 113

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CHRISTMAS WEEKCI2 TOP 10 WINE & CHAMPAGNE

Christmas Week CI2 Wine & Champagne

Brand Name Brand CI2 Rank CI2

Moet & Chandon 1 120

Calvet 2 116

Freixenet 3 114

Lanson 4 114

Ogio 5 113

Oxford Landing 6 113

Black Tower 7 111

Jacob's Creek 8 110

Oyster Bay 9 109

Veuve Clicquot 10 108

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PRE-CHRISTMASCI2 TOP 10 SPIRITS & LIQUEURS

Pre Christmas CI2 Spirits & Liqueurs

Brand Name Brand CI2 Rank CI2

Bacardi 1 120

Glenmorangie 2 119

Glenfiddich 3 119

Bombay Sapphire 4 118

Famous Grouse 5 116

Bushmills 6 116

Glen Moray 7 114

Glenliviet 8 113

Whyte & Mackay 9 113

Captain Morgan 10 113

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CHRISTMAS WEEKCI2 TOP 10 SPIRITS & LIQUEURS

Christmas Week CI2 Spirits & Liqueurs

Brand Name Brand CI2 Rank CI2

Bacardi 1 113

Dalwhinnie 2 112

Arberlour 3 110

Bombay Sapphire 4 110

Talisker 5 110

Glenfiddich 6 109

Glenmorangie 7 109

Monkey Shoulder 8 108

Old Pulteney 9 108

Jack Daniels 10 108

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• Continuous measurement, and monitoring of online presence is key to success

• Be aware of ‘pressure points’ (seasonality, metrics and stores)that can dictate your brand’s performance

• Set goals and targets, to beat the competition and drive uplift for your brands, & the category

RECOMMENDATIONS…

FOR FULL PRESENTATION

John Neilson Marketing Director -

Global Products & FMCG Thought Leadership

CLICK HERE TO ACCESS THE RECORDING AND FULL PRESENTATION


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