Introducing Storyman
Concha y Toro: Consumer Behavior
Illuminating shoppers’ path to purchase
Global wine producer Concha y Toro wanted to explore how UK consumers shop for wine, including the diversity of customer demographics and their different shopping missions.
APPROACH
A collaboration between MMR and Huxly, our brand strategists, uncovered motivations for wine purchasing across 1500 unique occasions through a blend of qualitative and quantitative methods - including a market research online community, App survey and traditional online survey
OUTCOME
This occasion data was used to create a bespoke model, determining the macro factors driving choice across all wine purchasing occasions. Concha y Toro received clear guidance on how to optimize shopper journeys based on this valuable, in-the-moment customer insight.
Concha y Toro brands Trivento and Casillero del Diablo enjoyed record-breaking UK sales in December 2020, benefitting from greater off-trade purchases due to changes in shopper behavior throughout the pandemic.
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