Beverage brands in Europe have yet to fully tap their mobile potential. More than a third of brands’ mobile sites still aren’t optimized for smartphones and only 48% of tablet sites are tailored to the larger device screens, according to L2’s Digital IQ Index: Beverages: EU. That means many mobile customers end up with “dumbed down” content or a broken user experience.
Beverage makers also haven’t focused on linking mobile sites to offline sales. Brands in the ready-to-drink (RTD) coffee and sports drink categories, for example, lack any retail location or push-to-store features. Considering Europe has the highest level of mobile broadband adoption globally, at 36.6 subscribers per 100 residents, the missed opportunity on the mobile Web is especially glaring.
Brands have poured more effort into mobile apps. Nearly four in five maintain an app, with 61% of titles geared to entertainment, sports or gaming. “Red Bull Wrappers” by far sets the high mark for app downloads at more than a half million as of December 2014. But the L2 report assessing the digital performance of 60 beverage brands found apps came up short on providing product information. Only 15% of iOS apps, for example, offer email opt-in, and just three—Coca-Cola Edition Bestell-App, Kronenbourg’s Apero, and Leffe’s Café Leffe Espace Privilege–had any transactional capability.