The BevAlc landscape is undergoing a seismic shift. Young adult drinking habits are on the decline, posing a long-term threat to category growth. Meanwhile, the rise of legalized cannabis and a sea of new subcategories are chipping away at market share. In this competitive environment, building genuine connections with consumers is paramount for BevAlc brands.
This is where personalization steps in – a powerful tool to unlock brand loyalty and drive impact.
Personalization isn’t just a buzzword – it’s a data-driven approach that tailors messaging to resonate with consumers. In fact, 76% of people report that personalized communication significantly influences their brand consideration.
I recently had the privilege of presenting on a Women of the Vine & Spirits Webinar alongside Pamela Lazaki, Director of eCommerce at Constellation Brands. Below I’ve summarized three key takeaways on how personalization can empower BevAlc brands.
#1. Personalization achieves scale and relevancy
When implemented correctly, personalization can reach vast audiences with a single campaign, while delivering messages that feel crafted specifically for each individual. Personalization technology can generate dozens, hundreds, or even thousands of personalized ad variations within a single campaign, ensuring maximum relevance and engagement. It also allows for dynamic adjustments. Advertisements can adapt in real time, enabling brands to capitalize on fleeting moments and stay laser-focused on consumer needs. This fosters a deeper connection and drives both brand loyalty and sales.
#2. Personalization powers convenience
Personalization goes beyond targeted messaging, enhancing the entire BevAlc purchase experience. Leveraging a robust dataset allows brands to anticipate customer needs and elevate the buying journey. Personalized product recommendations, driven by past and present behaviors, help customers uncover new favorites they might have missed. This seamless convenience boosts customer satisfaction and loyalty, encouraging repeat business by making the buying process effortless.
#3. It’s time to embrace flexibility
During the webinar, Pamela stressed the importance of flexibility in navigating the complexities of the BevAlc industry. A maze of regulations varies by state and even by retailer. This is why Constellation Brands partners with Aki.
To illustrate the transformative potential of personalization, Pamela presented a compelling case study. This case study delves into the specific strategies Constellation Brands employed to drive sales for Kim Crawford and Meiomi Bright. Download the case study and discover how personalization can revolutionize your brand’s approach.
By harnessing the power of personalization, BevAlc brands can not only weather the storm of a changing market but also thrive in the face of competition. It’s time to move from insights to impact – unleash the power of personalization in your BevAlc strategy today.Contact me directly to get started: cc@a.ki