AB InBev:Integrating omni-channel marketing data to directly connect consumers


Fully tap the value of data is more important than Obtaining data. Only by collecting and managing accumulated user data over a long period of time
can we have continuous interaction with consumers and promote repeated purchases.

AB InBev:Integrating omni-channel marketing data to directly connect  consumers

Customer Profile

Founded in 1876, AB InBev is the world's leading beer brewer and one of the world's top five consumer products companies. As a large company, Anheuser-Busch InBev operates more than 200 brands, including famous beer brands such as Budweiser, Harbin Beer, Corona, and Stella Artois.

Customer challenge

Anheuser-Busch InBev achieve stable business growth in China, but it also faces the challenge of declining overall output and per capita consumption in the beer industry.


-Traditional channels have encountered bottlenecks in their development. They have shown low-speed growth for many years, with multiple channel levels and no price advantage.


-Traffic costs remain high, advertising costs are increasing year by year, and conversion rates are still low.


-Multiple channels are scattered and it is difficult to effectively attract consumers.


-With the individualization of consumer demand and fragmentation of consumer behavior, the consumer gradually lacks brand recognition and low loyalty.

Solution

AB InBev omni-channel consumer interaction (CEM) project

-Establish an omni-channel member center system, integrate online and offline data, increase customer brand viscosity and repurchase rate.

-Combined with AB InBev’s quarterly brand activities and the interactive process of distribution channels, collect customer tags to form a complete customer profile, and optimize customer strategies accordingly.

-Using DM Hub to integrate various marketing channels,  build 1:1 marketing strategies and automatic marketing flows for all customer contacts.

AB InBev B2B retail terminal operation project

-Personalized automatic process design based on life cycle management of retail terminal stores, suitable for activation, wake-up, repurchase and promotion.

-Integrate various marketing tools to conduct automatic  marketing to customers.

-Realize intelligent and strategic customer scenario processing through the construction of different processes.

-Collect customer tags through different reactions of customers, form a complete customer profile, and optimize customer strategies again.


Project effectiveness

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