Abstract:

In this research, we analyze the digital path to purchase for spirits shoppers' trough the Meter Netquest digital tool in a digital panel with a sample of 660 spirits consumers with the following specifications: Consumers between 18 and 65 years old, living in principal and small cities with a social level between 1 to 6. We analyze the shopping and behavior data on the different local eCommerce channels, social networks, and search platforms. Not only the type of shopping also we analyze time, moment and traffic behavior. We would be able to build a brand digital strategy to impact these consumers in all their relevant moments and with the right and relevant content with this digital research, and in this way we'll able to increase the purchases and traffic in our own eCommerce platform.