About This Webinar
This eStore Academy session brings together insights from Coca-Cola's Global Customer Director for Walmart International, Bacardi's Marketing Director, and eStore Media's Global Strategy Lead to explore customer loyalty strategies on the world's two largest e-retail platforms. With COVID-19 accelerating e-commerce adoption by 12 years in just 12 weeks, understanding how to gain and retain customers across these platforms has become critical for brand success.
The webinar explores fundamental optimisation strategies, innovative trial generation techniques, and data-driven approaches to understanding evolving consumer loyalty drivers.
Key Insights
The Mobile-First Reality
COVID-19 created unprecedented shifts in shopping behaviour:
Acceleration Impact: UK grocery e-commerce grew as much in 12 weeks as in the previous 12 years, with first-time online shoppers driving the surge.
Mobile Dominance: Across Walmart's global sites (UK, India, Mexico, Canada, Japan), mobile devices now dominate traffic, requiring fundamental shifts in content strategy.
Search Behaviour Changes: Branded searches declined whilst category-level searches increased - consumers prioritised availability over brand preference during peak demand periods.
Digital Shelf Fundamentals
Coca-Cola's approach demonstrates essential optimisation principles:
Core Information Hierarchy: Brand name, pack size, flavour, and price must be immediately visible on mobile screens.
Visual Strategy: Multiple mobile-optimised images showing primary pack, secondary pack, and range context help consumers understand exactly what they're purchasing.
Platform Differences: Amazon excels at product recommendations and cross-selling, whilst retailers like Asda focus more on visual presentation and value messaging at category level.
Innovative Trial Generation
Bacardi's pioneering approaches show how brands can drive trial digitally:
Virtual Tasting Success: Exclusive Amazon miniature pack with live master blender sessions generated 27,000 views, driving significant sales increases and making Aberfeldy 12 the number one selling single malt on Amazon.
Voice-Activated Sampling: "Alexa, send me a sample of Bacardi Quattro" campaign delivered 10,000 trials with 26% opt-in rates for ongoing communication and 5% coupon redemption.
Blended Experiences: Combining physical products with digital experiences creates more memorable brand interactions than traditional sampling methods.
E-Commerce Listening Revolution
eStore Media's research reveals how brands can decode consumer loyalty:
Scale of Choice: Amazon offers 10,000 shampoo options and 60,000 razor choices, making differentiation increasingly challenging.
Loyalty Driver Evolution: Consumer priorities change rapidly - airline loyalty shifted from pricing/safety to AI check-in, entertainment, and effortless experiences in just four years.
Real-Time Insights: Analysing millions of product reviews reveals unexpected opportunities - Gillette's medium-tier innovation and Logitech's plug-and-play communication both emerged from e-commerce listening.
AI and Automation Framework
Future competitive advantage requires three aligned components:
Data Foundation: Unified customer views across online and offline channels through retail labs and sensor-enabled stores.
AI Application: Automated analysis of real-time customer data to identify patterns and opportunities.
Agile Execution: Organisational decision-making speed must match data velocity - monthly planning cycles cannot respond to real-time insights.
Essential Takeaways
- Mobile-First Imperative: Design for mobile devices first, then scale up - mobile dominates traffic across all major e-retail platforms globally
- Occasion-Based Innovation: Focus on meal solutions, seasonal moments, and lifestyle occasions to build baskets and create loyalty beyond individual products
- Digital Trial Evolution: Voice activation, virtual experiences, and exclusive platform partnerships create scalable, targeted trial opportunities
- E-Commerce Listening: Million-review analysis reveals unexpected consumer priorities that surveys and focus groups miss - this real-time feedback drives both innovation and communication strategies
- Platform-Specific Optimisation: Amazon and Walmart require different approaches - Amazon excels at recommendations whilst traditional retailers focus on visual merchandising and value communication
- Agile Decision-Making: COVID-19 forced faster decision-making processes that brands should maintain - speed of response increasingly determines competitive advantage
The brands succeeding on Amazon and Walmart are those that combine fundamental digital shelf excellence with innovative engagement strategies, using real-time consumer insights to continuously adapt their approach rather than relying on historical loyalty patterns.
Speakers
Simon Miles
Global Customer Director for Walmart International, Coca-Cola
Tjalling Simoons
Director, Bacardi - Germany & Alps
Marta Lacka
Global Innovation Director, eStoreBrands
Marc Baker
Founder, Tyde
