BEES is AB INBEV's B2B platform that aims to facilitate purchases and replenishment of merchandise for local retailers.

Thus, in mid-2021, thanks to the analysis of data from the platform, we identified some local retailers that had significantly reduced their orders in recent months.

Crossing the data that we had in Bees with that provided by the Indec (national body of statistics), about a large drop in consumption and loss of purchasing power, we reached the following conclusion: the delicate situation that these small stores were going through in Argentina, mainly caused by the post-pandemic and the galloping infaltion

BEES is AB INBEV's B2B platform that aims to facilitate purchases and orders for local retailers.

Among its objectives we find, on the one hand, to add new customers who adopt it and, on the other hand, to retain those same customers, seeking that they use it more and more and thus keep the abandonment rate low.

Specifically in this campaign we identified thanks to the data provided by BEES that there was a rate of orders in the APP that was going down, that is why we decided to understand the reason to be able to work on an idea that would help us to recover the activity and relationship with the customers.

From the analysis of purchases of more than 370,000, we understood that most of them had decreased their orders, which led us to understand what the reason was through dialogue with some merchants, which allowed us to understand that they were going through a period of declines. purchases given the economic crisis and the increase in prices left by the pandemic in Argentina.

That's how we developed Data For Store, starting from a very local insight: credit. The fiado is a purchase method that storekeepers have used with their customers for 100 years that allows people to take the product TODAY and pay for it IN THE FUTURE. It is based 100% on trust between both parties.

That same confidence was what we carried forward in the creative campaign, giving future credit to small stores that today were not able to replenish their products.

From the understanding of the problem, identified through the processing of data from more than 370,000 customers, we capitalize on the data provided by the APP in two ways:

1- know the reason why the merchants stopped buying: we established a 1 to 1 conversation to delve into the nonsense and be able to give them a solution.

2- generate personalized pieces that allow us to publicize the campaign and how they could access the benefit.

To communicate the campaign, we developed a video that presented the idea of the campaign: support small stores by giving them credit so they can continue doing business. But above all, we used the means provided by the APP to contact 1 to 1 customers who were facing the crisis, offering them support in one of the most difficult moments.

For the strategy of contacting the indicated users, we work on ad hoc pieces that accompany the journey of each one, impacting them in each instance of the APP. Our main objective was to publicize our creative proposal using the spaces that the BEES APP offered us: in-app banners, mailing and push notification.

100% of positive social listening from our core target: the shop-owners.

- We reached our core audience – more than 80% shop-owners with a personalized message.

-0% of the shop owners we helped stopped buying or had to close their business.

- We run a post campaign survey: 93% of shop ownerd would recomended BEES (Kantar worldpanel - digital survey)

- The campaign exceeded the goals set with a total budget of $20.000

- Beyond the difficult economic situation, we managed to maintain and increase sales thanks to the credit offered to the shop-owners.