Flashback: Katie Kirkpatrick of Bacardi on the integration of marketing and sales in alcohol eCommerce

Katie Kirkpatrick, VP of Digital Commerce at Bacardi, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss how the digital shelf influences omnichannel consumers. She talks about how employees are inspired to develop an “ownership mentality” and take pride in their work at Bacardi. She then discusses the future of alcohol eCommerce, and last-mile delivery. She explains that the digital shelf plays a massive role in influencing all alcohol shoppers, even those who make purchases in-store. This stresses integrating marketing and sales to win and making customer connections across all channels.

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