The beverage alcohol sector faced a significant obstacle: a lack of transparent, actionable data on online store performance and customer lifetime value. Without insight into e-commerce customer behavior and responses to marketing efforts, alcohol beverage companies were often operating in the dark, unable to effectively sample and target customers to test or reinforce brand loyalty.

The vision with The Well was to empower Consumer Packaged Goods (CPG) companies with comprehensive, direct-from-e-retailer datasets. By providing consumer transaction data, demographics, behaviors and self-reported survey information, The Well aimed to enable these companies to instantly assess their brand's situation across online retail channels and act decisively against any audience segment.

The implementation of The Well's retail sampling and data initiative led to significant growth in the alcohol category, with up to a 20% increase in year-over-year growth and sample buyers showing a 1.5X increase in purchase frequency. The Well's full-funnel program achieved multiple retailer KPIs, including user acquisition and overall sales growth for the category. Exclusive access to retailer user and transactional data allowed The Well to deliver valuable insights to suppliers, thereby monetizing data and driving a direct retailer revenue of $4 million in the first year alone, evidencing a successful strategy in elevating the digital presence and sales efficacy of alcohol beverage companies.

Mike Raspatello

The Well