Industries Food & Beverage

BOTTLER AND CONSUMER EXPERIENCES THAT DRIVE BRAND AFFINITY: For brands who sell a portion or majority of their products through a distributed ecosystem, the partner experience is just as important as the consumer experience with the brand. For beverage brands who rely on bottlers to sell into retail, restaurants, schools, grocers, and more the sales enablement tools and brand/partner interaction is key to building and maintaining relationships.

Those relationships drive brand affinity and growth in just the same way as attracting and retaining new consumer customers does.

At Ansira, our long-standing work with one such beverage brand started as an engagement with their bottler or partner ecosystem and now includes additional consumer work with a new digital experience sharing the perfect pairings of their products and inspired cocktail recipes. The website allows consumers to experience the brand’s portfolio of beverages in a new light. And the super intuitive and easy to use site enables one to search by an impressive array of filters like occasion, spirit, flavor, and more.

Rewarding your partner ecosystem is something this brand client has always included as a key strategy of engagement for their bottlers. Ansira is the lead vendor behind their annual bottler event. This is a reward trip for top performers and the team plans and executes every event detail from the location and venue, transportation coordination, entertainment, and even the swag bag tchotchkes design and production.

When it comes to driving demand generation for food and beverage brands that exist in both a digital and physical marketplace today, keeping experience top-of-mind is key. The value of consumers and partners is of equal importance and creating experiences that engage and differentiate should be a core component of your growth strategy, for both. 

CONSUMER ENGAGEMENT IN A HIGHLY REGULATED INDUSTRY: For alcoholic beverage brands, building consumer relationships requires a mix of engagement tactics and a mindful eye on industry regulation. The absence of transactional data for most food and beverage brands that sell through distributors adds to the challenge of building and maintaining engaging customer relationships.

Ansira works across a wide range of food and beverage clients enabling both their B2B partner ecosystems as well as their B2C digital engagements. Our work with one spirit brand is comprised of a multi-pronged engagement where our teams help support their trade portal for distributor content management and POS ordering and on the consumer side, we serve as their email agency of record, plan and buy the digital media for one of their leading spirit portfolios, develop and maintain their customer facing websites, and lead on the design, implementation, and management of their CRM database. 

Driving brand awareness and sales for food and beverage brands, especially regulated alcohol brands, requires a clear consumer engagement strategy and communication plan, a mix of omni-channel tactics, and a digital destination that informs, provides value, and drives brand affinity. 

PERSONALIZATION AT SCALE: A brand never wants to lose an active member of their audience. This was true for one of Ansira’s Food & Beverage clients with a wide-ranging brand portfolio across consumer and pet. Capturing first-party data is essential to delivering personalization at scale for brands looking to transform their digital experiences.

As a longtime partner to the brand helping them collect consumer data, action data-driven insights and analytics, and provide overall management and maintenance of their consumer databases, Ansira recommended a preference center to provide consumers with an alternative path to manage brand communications. A preference center is one type of customer data platform (CDP) designed to give the consumer control in determining the content, channels, and corresponding opt-in or out to those messages. This provides the gateway to delivering personalized experiences and negates a blanket opt-out where you lose the customer completely. For preference centers to work best, they must be designed with a consumer first mindset including, a simple and intuitive UX, optimized for mobile, and simple and selective in the preference options presented.

Customer Data Platforms or CDPs are the hub that connects multiple data sources together to drive the communications and engagements needed to optimize customer lifetime value. That said, an off-the-shelf CDP platform might not be the right solution for a brand without first having a sound, multi-pronged data strategy and the data infrastructure to feed first-party, and sometimes third-party data, into the engine. Managing consumer data in the digital space starts at the point of acquisition and requires an expert team to help with data schemas, flows, API integrations, database architecture, progressive profiling based on different lead generation tactics, and run ops.