WE ARE AB INBEV, BREWER OF SOME OF THE WORLD’S BEST BEERS, LIKE STELLA ARTOIS, CORONA AND BUDWEISER. READ ON TO FIND OUT HOW THE ITALIAN TRADE MARKETING TEAM LAUNCHED THE FIRST AB INBEV LOYALTY PROGRAMME IN ITALY.
MyABI is a new and exclusive loyalty app designed to stay in touch with our clients, build lasting relationships and reward them for their loyalty. Accessing MyABI is very intuitive, you simply download the app, register and join the programme. Collecting points is really easy. The main operation will be for clients to use the app and scan the unique QR code found on each carton of Corona Extra beer. They will then be able to earn more points via a promo code provided by their salesperson or by taking part in the monthly challenge based on the visibility given to Corona in the premises.
We had a look behind the scenes of the launch of MyABI app, with Micol, Trade Marketing Executive, who is working closely with customers on driving the uptake in the market for the brands in our portfolio, Sergio, Trade Marketing Manager Italy, Victor, Head of Sell Out On-Trade Italy and Matteo, Head of Wholesale Management.
IMPACTING LOCAL MARKET
Micol talks about the importance of launching the MyABI app in Italy: “Our main objective as AB InBev is to be costomer- and consumer-centric. This has been the main driver and reason to believe that has pushed us to launch MyABI as the first loyalty programme in Italy. This app gives us the chance to be scalable, increase our rotations in restaurants and pubs, and engage our customers with branded Corona rewards.”
BRINING CORONA BRAND CLOSER TO CONSUMERS
Matteo adds: "After a very difficult year for the industry, this initiative has supported the entire value chain of the sector and has created a lot of excitement during the HoReCa re-opening. We have developed incentives for our people and for our wholesale partners and their workers, that have suffered so much due to the pandemic. We have reinforced the importance of Corona for the HoReCa, bringing all the teams around a common initiative that will support us in achieving our commercial objectives.”
OVERCOMING THE CHALLENGES
Micol shared her personal experience with the challenges she faced during the project: “One of the biggest challenges during the launch of this project has been the availability of bars and restaurants data in order to set our business plan. We dedicated most of the time to building the key pillars of the strategy, focusing on finding the target numbers that could guide us to monitor the efficacy of the project.
It has been a great opportunity for me to search and learn, think with an “out of the box” mindset, at the same time learning how to approach and set KPIs for a digital/tech project. It pushed me to shape new competencies and dedicate myself to overcome new challenges. My positive attitude in accepting new challenges and opportunities, as well as keeping an “always curious” perspective, has supported me through my whole career at AB InBev and has given me the strength to accept setbacks and adjust the direction when something isn’t going as expected.”