BEES
Building a compelling company proposition for BEES
Setting the scene
BEES is AB InBev’s e-commerce platform which small and medium-sized retailers can use to browse products, place orders, arrange deliveries, manage invoices and access business insights. The platform was launched in 2019 in the Dominican Republic and by the end of 2022 will have expanded into 24 markets globally with over two million retailers buying products through the platform on a regular basis.
Through the BEES platform, retailers can buy both AB Inbev products and selected non-AB Inbev products. The non-AB Inbev products have an agreement with AB Inbev to list their products on the platform to increase distribution in order to reach retailers they previously couldn’t access. These companies who list their products on the Bees platform are referred to as Partners.
To drive customer loyalty, BEES has a rewards programme where retailers receive points on all products purchased on the platform. The points can then be exchanged for rewards. Examples of these rewards are free stock, point-of-sale material for their store or other items of value to retailers.
The BEES Rewards program has different elements to it which can drive different retailer behaviours. An example is an element is called 'Challenges'.
A Challenge is where a retailer can earn bonus points for doing a specific task like taking a picture of an instore display or by buying more of a certain product (E.g buy 5 cases of product X and you will receive 5000 bonus rewards points)
Partners need to agree and pay to take part in the rewards program and the different rewards elements like Challenges.
The Problem
BEES is AB InBev’s e-commerce platform which small and medium-sized retailers can use to browse products, place orders, arrange deliveries, manage invoices and access business insights. The platform was launched in 2019 in the Dominican Republic and by the end of 2022 will have expanded into 24 markets globally with over two million retailers buying products through the platform on a regular basis.
Through the BEES platform, retailers can buy both AB Inbev products and selected non-AB Inbev products. The non-AB Inbev products have an agreement with AB Inbev to list their products on the platform to increase distribution in order to reach retailers they previously couldn’t access. These companies who list their products on the Bees platform are referred to as Partners.
To drive customer loyalty, BEES has a rewards programme where retailers receive points on all products purchased on the platform. The points can then be exchanged for rewards. Examples of these rewards are free stock, point-of-sale material for their store or other items of value to retailers.
The BEES Rewards program has different elements to it which can drive different retailer behaviours. An example is an element is called 'Challenges'.
A Challenge is where a retailer can earn bonus points for doing a specific task like taking a picture of an instore display or by buying more of a certain product (E.g buy 5 cases of product X and you will receive 5000 bonus rewards points)
Partners need to agree and pay to take part in the rewards program and the different rewards elements like Challenges.
The Solution
BEES is AB InBev’s e-commerce platform which small and medium-sized retailers can use to browse products, place orders, arrange deliveries, manage invoices and access business insights. The platform was launched in 2019 in the Dominican Republic and by the end of 2022 will have expanded into 24 markets globally with over two million retailers buying products through the platform on a regular basis.
Through the BEES platform, retailers can buy both AB Inbev products and selected non-AB Inbev products. The non-AB Inbev products have an agreement with AB Inbev to list their products on the platform to increase distribution in order to reach retailers they previously couldn’t access. These companies who list their products on the Bees platform are referred to as Partners.
To drive customer loyalty, BEES has a rewards programme where retailers receive points on all products purchased on the platform. The points can then be exchanged for rewards. Examples of these rewards are free stock, point-of-sale material for their store or other items of value to retailers.
The BEES Rewards program has different elements to it which can drive different retailer behaviours. An example is an element is called 'Challenges'.
A Challenge is where a retailer can earn bonus points for doing a specific task like taking a picture of an instore display or by buying more of a certain product (E.g buy 5 cases of product X and you will receive 5000 bonus rewards points)
Partners need to agree and pay to take part in the rewards program and the different rewards elements like Challenges.
Our relationship with Cognosis is mainly a strategic partner. We tend to embed them with the teams and bring them in on complex projects...why we work with Cognosis is because their projects have lived on outside of the initial engagement, which really matters when we pick a partner.
Senior Director - Data Analytics and Digital Marketing
AB InBev Europe
The Impact
BEES is AB InBev’s e-commerce platform which small and medium-sized retailers can use to browse products, place orders, arrange deliveries, manage invoices and access business insights. The platform was launched in 2019 in the Dominican Republic and by the end of 2022 will have expanded into 24 markets globally with over two million retailers buying products through the platform on a regular basis.
Through the BEES platform, retailers can buy both AB Inbev products and selected non-AB Inbev products. The non-AB Inbev products have an agreement with AB Inbev to list their products on the platform to increase distribution in order to reach retailers they previously couldn’t access. These companies who list their products on the Bees platform are referred to as Partners.
To drive customer loyalty, BEES has a rewards programme where retailers receive points on all products purchased on the platform. The points can then be exchanged for rewards. Examples of these rewards are free stock, point-of-sale material for their store or other items of value to retailers.
The BEES Rewards program has different elements to it which can drive different retailer behaviours. An example is an element is called 'Challenges'.
A Challenge is where a retailer can earn bonus points for doing a specific task like taking a picture of an instore display or by buying more of a certain product (E.g buy 5 cases of product X and you will receive 5000 bonus rewards points)
Partners need to agree and pay to take part in the rewards program and the different rewards elements like Challenges.
