Shopper Marketing - May 2016 - 140


Summit Session Overview

Constellation Brands Helps
Walgreens Win with Wine
By Tim Binder

New York - Knowing there were opportunities to reach adult beverage shoppers for
gifting as well as instant-consumption occasions, Constellation Brands set out to make
Walgreens a go-to location.
"Walgreens isn't the top wine retailer out
there," said Constellation Brands director of
shopper marketing Tracy Frisbie during a
March presentation at the Shopper Marketing Summit. "[While] Walgreens identified
that its shoppers were buying more consumables, a lot of people don't associate wine
with Walgreens. There's low awareness. And
if they did know, they assumed the selection
wouldn't be a quality selection."
Working with Momentum Worldwide,
Constellation Brands set out to understand
the Walgreens shopper and his/her propensity to buy adult beverages at its stores. "We
wanted to focus on the instant gratification
and grab-and-go segments because those represented 40% of their customers and a third
of their total sales and about half of adult
beverage sales," said co-presenter Jennifer
Olliges, vice president, director, Momentum
Worldwide. "We needed to understand their
shopping missions, their purchase drivers
and barriers, their media influences, engagement and the best time to influence."
Constellation, Momentum and Walgreens agreed that additional research was
needed, both qualitative focus groups and
quantitative surveys. "There was a ton of
information we took to Walgreens to sell in
the program," Olliges said. "We digested it.
We found out about the Walgreens shopper,
and what was important to adult beverage.
Then we overlaid it with the Constellation
consumer information."
To position Walgreens as "a premier convenience destination for adult beverages and
focus on opportunistic shopping behaviors
in the category," the partners needed to target shoppers in the mindset to make an immediate or last-minute purchase. "We had to
6

INSTITUTE UPDATE | p2pi.org

Jennifer Olliges, left, of Momentum Worldwide
and Tracy Frisbie of Constellation Brands
present during the Shopper Marketing Summit.

engage in spaces, places and moments when
shoppers are thinking about an imminent
social occasion," Olliges said.
"Once we got Walgreens excited about
this opportunity, we had to determine which
of our Constellation products would be the
best match for the program and drive sales
for Walgreens," Frisbie said. " And we had
to blend our segmentation with Walgreens'
segmentation and come up with a whole
new layer of segmentation."
The partners found that:
* Woodbridge by Robert Modavi wines
were a match for Constellation's "everyday loyal" consumers and Walgreens'
"grocery stop" and "look good, feel good"
shoppers.
* Rex Goliath wines were a match for Constellation's "price driven" and "engaged
newcomer" consumers and Walgreens'
"instant gratification," "grab and go,"
"grocery stop" and "look good, feel good"
shoppers.
* Svedka vodka was a match for Constellation's "image seeker" and "engaged newcomer" consumers and Walgreens' "instant gratification" and "look good, feel
good" shoppers.

Constellation also had to determine what
the occasions would be. "Our mission was to
enhance the affordable, social experience of
at-home gatherings," Frisbie said.
The partners then developed their overall
shopper strategy related to brand (provide
quality choices), shopper (instant gratification and the quality), occasion (e.g., at-home
adult gatherings) and retailer (create a destination for convenience). "We wanted to give
consumers a convenient, last-minute solution to help make a smart impression," Olliges said. The result was an "Arrive in Style"
campaign where "no matter the occasion,
partygoers can swing by Walgreens for the
drinks they need to arrive in style."
The seasonal (January-February) platform
focused on Super Bowl, Valentine's Day and
awards season. It included "pre-shop" activity that addressed the barrier of "shoppers
lacking awareness," "shop" activity that addressed the barrier of Walgreens shoppers
being too focused on finding specific products, and "post-shop" activity that addressed
the barrier of shoppers not having a good
reason to share or return for purchase.
The pre-shop activity included Facebook
ads, mobile messages using geo-location technology and print/digital circular ads. The
shop activity included destination endcaps,
shelf signage and neck tags. The post-shop activity included Facebook advertising during
the Valentine's Day and awards season.
According to Frisbie, results showed increases in sales velocity, net sales, activity
engagement and category sales. And Constellation secured a yearlong platform that
will continue during the summer gathering
and winter holiday time periods. "It was a
huge win," Frisbie said. "We increased brand
sales and helped Walgreens increase category sales. We drove more traffic to adult
beverage. And we were able to help establish
Walgreens as a go-to location for gifts - especially wine gifts." 


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Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
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