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.
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.
-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.
-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.
-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.
The return collection of data assets will take customer assets back from the channel side to the brand side and directly relate to consumers.
All-contact consumer identity recognition, formation of uni-marketing archives, establishment of an omni-channel membership system, and identification of customer life cycles, to establish the ability of consumers to personalize 1:1 communication.
Build a full-touch and interactive system, accumulating nearly 10 million high-quality consumer.
Through continuous personalized interaction, consumer activity and stickiness have been improved. The average activity of new WeChat fans has increased by 4 times, driving the number of monthly orders in the official mall to increase by more than 3 times.