On how Bees is impacting transformation within AB InBev: “One of the key things that we've seen is we have this important frontline of sales reps that have built relationships with our retailers and really know those businesses. They were spending all of their time on very manual tasks of inventory and order taking, and by implementing BEES, we've actually shifted their roles, from sales reps into business development representatives ... and this allows them to spend time reviewing the performance with the retailers, looking at opportunities for them to grow their business, educating them and helping them on their digital transformation journey. …
\r\n\r\n
“Another thing that's really changed is the amount of information that we're able to gather and then utilize so we can really personalize a lot of the experiences for the retailers. If you think about an event, one that obviously drives a lot of beer sales is the World Cup. And so during the World Cup, we were able to gamify the experience for our customers. They could participate in a bracket challenge where they would select which teams they thought were going to progress within the World Cup, and we had over a million retailers participating in that bracket challenge – something we just never could have done without BEES. And overall, this has led to a significant increase in our net promoter score.”
\r\n"},{"id":36235,"bundle":"topic_content","heading":"Listen to More Tech Transformation Podcasts","terms":[{"id":618,"name":"Tech Transformation Podcasts"}],"items":[{"id":24167,"bundle":"article","title":"Mars’ Guillaume Doriry On Increasing Supply Chain Visibility With Decision Intelligence ","url":"/mars-guillaume-doriry-increasing-supply-chain-visibility-decision-intelligence","summary":"As more companies bring AI into their operations, keeping their employees at the center is critical to success. For Mars, this has meant creating strategies that empower their associates in order to drive adoption and ensure they feel connected to all of the changes. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-10/marsaeratech_guillaumedoriryfredlaluyaux_960x540.png?h=dcd3bcc2&itok=Xcyt1B_p","width":1320,"height":743,"alt":"Mars"}},{"id":24069,"bundle":"article","title":"Tech Transformation Podcast: Kimberly-Clark’s Jeannette Chantalat On New KPIs for Sustainable Innovation ","url":"/tech-transformation-podcast-kimberly-clarks-jeannette-chantalat-new-kpis-sustainable-innovation","summary":"Learn how Kimberly-Clark is using their vast reach to understand consumers at very local levels — and then marrying it with technology to meet consumer needs in new and more sustainable ways. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-09/kimberlyclark_jeannettechantalat_960x540.png?h=e3253adc&itok=OKos2MYT","width":1680,"height":945,"alt":"Kimberly-Clark’s Jeannette Chantalat "}},{"id":24047,"bundle":"article","title":"PepsiCo’s Mark Kirkham On New Data Partnerships ","url":"/pepsicos-mark-kirkham-new-data-partnerships","summary":"PepsiCo is not only entering first-of-its-kind relationships with companies like Spotify and EA Sports, but it’s also looking ahead to how it might use the data to drive further value at retail and for its retail partners. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-08/pepsico_markkirkham_960x540_1.jpg?h=c71d0c67&itok=7lIVOpas","width":960,"height":540,"alt":"PepsiCo Mark Kirkham"}},{"id":24015,"bundle":"article","title":"Tech Transformation Podcast: Albertsons’ Claire Wyatt On Retail Media Tech Team Lessons ","url":"/tech-transformation-podcast-albertsons-claire-wyatt-retail-media-tech-team-lessons","summary":"Learn about some of the challenges brands are facing with retail media networks and some common misconceptions. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-08/claire_wyatt_pod.png?h=7e824dc5&itok=LRZg17hj","width":655,"height":368,"alt":"Claire Wyatt Albertsons"}},{"id":23995,"bundle":"article","title":"Tech Transformation Podcast: Kellogg’s Manish Sharma On the Evolution to Omnicommerce","url":"/tech-transformation-podcast-kelloggs-manish-sharma-evolution-omnicommerce","summary":"We’re talking with Manish Sharma, VP of omni and e-commerce for Kellogg Company, about the consumer goods company’s evolution into omnicommerce and the changes they're making across their business. \r\n","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-08/manish_sharma_podcast.png?h=7e824dc5&itok=SHnnh-jA","width":655,"height":368,"alt":"Kellogg’s Manish Sharma On the Evolution to Omnicommerce"}}]}]}};
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})();Tech Transformation Podcast: EJ Weiss On How BEES Is Driving Transformation at AB InBev
Tech Transformation Podcast: EJ Weiss On How BEES Is Driving Transformation at AB InBev
3/22/2023
Digitizing the route to market has been a priority for brands for a long time, and the pandemic amped the urgency to a 10. For beverage company AB InBev, this meant really stomping on the pedal when rolling out their BEES e-commerce technology, which lets retailers place their orders through a mobile app — and a lot more.
Over the past few years, its use has exploded and has transformed how the company works with retailers. In this episode of Tech Transformation, we’re talking with EJ Weiss, global director of strategy at BEES at AB InBev, about the impact the tech has had within the company and how they use these learnings and data across the enterprise.
Listen to learn:
Where BEES fits within AB InBev's larger e-commerce strategy
How its success is driving additional transformation within AB InBev
How they’re leveraging learnings to improve the technology
What drove their decision to offer third-party products to retailers
Other ways that BEES is transforming AB InBev and its partners
Subscribe
Excerpts
On how Bees is impacting transformation within AB InBev: “One of the key things that we've seen is we have this important frontline of sales reps that have built relationships with our retailers and really know those businesses. They were spending all of their time on very manual tasks of inventory and order taking, and by implementing BEES, we've actually shifted their roles, from sales reps into business development representatives ... and this allows them to spend time reviewing the performance with the retailers, looking at opportunities for them to grow their business, educating them and helping them on their digital transformation journey. …
“Another thing that's really changed is the amount of information that we're able to gather and then utilize so we can really personalize a lot of the experiences for the retailers. If you think about an event, one that obviously drives a lot of beer sales is the World Cup. And so during the World Cup, we were able to gamify the experience for our customers. They could participate in a bracket challenge where they would select which teams they thought were going to progress within the World Cup, and we had over a million retailers participating in that bracket challenge – something we just never could have done without BEES. And overall, this has led to a significant increase in our net promoter score.”
As more companies bring AI into their operations, keeping their employees at the center is critical to success. For Mars, this has meant creating strategies that empower their associates in order to drive adoption and ensure they feel connected to all of the changes.
Learn how Kimberly-Clark is using their vast reach to understand consumers at very local levels — and then marrying it with technology to meet consumer needs in new and more sustainable ways.
PepsiCo is not only entering first-of-its-kind relationships with companies like Spotify and EA Sports, but it’s also looking ahead to how it might use the data to drive further value at retail and for its retail partners.
We’re talking with Manish Sharma, VP of omni and e-commerce for Kellogg Company, about the consumer goods company’s evolution into omnicommerce and the changes they're making across their business.