Influencing ROPO

William Grant & Sons UK Ltd. is a family owned luxury spirits company, established in 1887. The Glenfiddich range is the world’s most awarded single malt whisky. Bottled in a distinctive triangular bottle, Glenfiddich has received global recognition and success. To review ROPO (research online, purchase offline) behaviour around the Glenfiddich brand at a key purchasing time for spirits in the UK (before Christmas). The aim was to understand the impact of online advertising on an offline shopper and the subsequent online/offline purchasing behaviour within this category.

Online media exposure leads to an increase in offline sales with ROPO shoppers

THE BRAND

William Grant & Sons UK Ltd. is a family owned luxury spirits company, established in 1887. The Glenfiddich range is the world’s most awarded single malt whisky. Bottled in a distinctive triangular bottle, Glenfiddich has received global recognition and success.        

THE CHALLENGE

To review ROPO (research online, purchase offline) behaviour around the Glenfiddich brand at a key purchasing time for spirits in the UK (before Christmas). The aim was to understand the impact of online advertising on an offline shopper and the subsequent online/offline purchasing behaviour within this category.    

THE APPROACH

During December 2014, most  spirits shoppers on mySupermarket.co.uk were exposed to a Glenfiddich ad but some saw no advertisement at all. After the campaign, both sets of groups participated in a survey to understand the impact of the advertising on shopper behaviour. While less shoppers than expected said they saw the ad for Glenfiddich on mySupermarket.co.uk, more than half of mySupermarket shoppers used the website to inform their purchasing decisions. There was an increase in purchase intent from shoppers who had seen the advert as compared to those who had not. More category shoppers that had been exposed to the advert intended to purchase the product than those who had not seen the advert.  

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THE IMPACT

The online ads shown on mySupermarket.co.uk significantly increased brand relevancy and sales of Glennfiddich. mySupermarket learnt that it is possible to use mySupermarket.co.uk to target and convert shoppers across platforms. mySupermarket is able to work closely with brands, helping them understand shoppers and then allowing them to target them with key messaging to drive purchase in­store and online. Glenfiddich benefited from mySupermarket’s unique ability to market to a multi-platform audience. mySupermarket has successfully proved the importance of targeting multi­channel shoppers with key messaging and campaigns that will have a positive effect for brands both in­store and online.

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