【MikMak】2024年欧洲多渠道酒类品牌电商洞察基准报告_22页_6mb

Summary of eCommerce Benchmarks & Insights for Multichannel Alcohol Brands

Core Content

This report provides insights into the growth and trends of the Alcohol eCommerce market in Europe, focusing on the UK and France. It outlines the role of MikMak in helping brands optimize their online presence, improve marketing effectiveness, and strengthen retailer partnerships.

Market Overview

• The European Alcohol eCommerce market is projected to grow to over 12 billion euros by 2028.
• The UK is the largest European market for Alcohol eCommerce, accounting for 72.3% of beverage eCommerce.
• The average Purchase Intent Rate for Alcohol brands is 2.5 times higher than the average for other categories on brand websites and 1.4 times higher than the average for media.

Purchase Intent Rate & Traffic

• Purchase Intent Rate is defined as the percentage of shoppers who clicked through to at least one retailer during a session.
• In 2024, the Purchase Intent Rate for Alcohol brands is 55% on brand websites and 9.5% on media.
• Social platforms drive 60.3% of Purchase Intent Clicks, with Meta accounting for up to 99% of these clicks.
• Search follows with 35.4%, and brand websites account for 2% of directly attributable clicks.

Basket Size & Consumer Behavior

• The average basket size in the UK is 1.9 items, and in France, it is 1.8 items.
• Alcohol consumption trends indicate that European consumers are increasingly buying alcohol for home consumption due to rising prices.
• In the UK, Tuesday is the top day for Purchase Intent Rate, while in France, it is Sunday.

Retailer Partnerships

• In the UK, Amazon is the top checkout option with 32.3% of Purchase Intent Clicks, followed by Asda, Sainsbury's, Waitrose, and Tesco.
• In France, Millesima leads with 29.4% of Purchase Intent Clicks, followed by Amazon, Plus de Bulles, La Grande Epicerie, and Vinatis.
• MikMak helps brands strengthen retailer partnerships by offering closed-loop attribution, allowing brands to track consumer touchpoints from media to purchase.

Marketing Effectiveness

• MikMak provides exclusive first-party consumer insights, enabling brands to understand their performance across channels, campaigns, and audiences.
• A 59% improvement in CPC efficiency was achieved by one Alcohol brand after leveraging MikMak Insights.
• Meta audiences show a 3.4x higher Purchase Intent Rate than other audiences, while YouTube Video Action led to a 62% improvement in CPC efficiency.

Shoppable Media & Content Optimization

• Shoppable media is becoming a key strategy for Alcohol brands, allowing direct conversions from content.
• MikMak supports shoppable recipes, enabling consumers to purchase products directly from recipe content, which boosts basket value and accelerates sales.
• Content optimization is crucial:
  • Feed-based video ads should be designed with sound off in mind, capturing attention early, showcasing the brand consistently, and optimizing for 4:5 aspect ratio.
  • Reels and story ads should be simple, highlight a single benefit, use varied layouts, and create a focal point.
  • Image ads should be tailored to the target audience, focus on core products, and use mobile best practices.

Cost Efficiency & Time Savings

• MikMak offers a global platform that enables real-time reporting and fast decision-making.
• It integrates with PIM platforms (e.g., Salsify, Syndigo), data visualization tools (e.g., Tableau), and data lakes (e.g., Google Data Studio), providing a consolidated view of consumer data and audiences.

Strategic Recommendations

• Utilize Where-to-Buy solutions to ensure products are discoverable across all media and brand websites.
• Leverage real-time transactional insights to identify the most effective channels and retailers for conversion.
• Optimize content based on audience behavior and preferences to improve relevance and engagement.
• Explore new formats like shoppable QR codes and CTV to expand growth opportunities.
• Compare performance against category and subcategory benchmarks to identify areas for improvement and innovation.

Conclusion

MikMak plays a pivotal role in helping Alcohol brands grow, optimize, and protect market share in the evolving eCommerce landscape. By providing compliance support, shoppable media capabilities, and deep consumer insights, MikMak enables brands to make data-driven decisions that enhance visibility, conversion, and profitability.