Lucy Aitken y Steve Arkley Entrevista Budweiser
Budweiser Global Marketing VP Steve Arkley says that due to the current acceleration of e-commerce sales, the brewery is looking for ways to use technology to make it easier for people to buy its products. Anheuser-Busch InBev, owner of the brand, is out to make the most of the opportunity offered by digital commerce, particularly now that it has been boosted by the quarantines imposed by the ongoing pandemic. Arkley said during a Lions Live session that e-commerce from the start has been important for the brewery, and that it wishes to pioneer new ways to attract consumers and make it easier for them to buy the company’s products. He clarified that “the unprecedented circumstances we find ourselves in with the Covid-19 crisis has not been used intentionally by the beer company to experiment with such enticements, but became an unexpected litmus test that “generated a great increase” in demand. This reality applies to the digital sales platforms of AB InBev, Ze Delivery in Brazil, Beer Hawk in the UK and Saveur Biere in France, and for partners such as Meituan and Ele.me in China, all of which offer delivery service. In fact, over the course of a year the service in Brazil delivered “the same amount of orders that we would normally receive in a year. So this is the degree of evolution we are experiencing,” Arkley said. According to Arkley, these new connection platforms allow the brewery to establish truly close relations with online consumers. “We are analyzing this data to make sure we develop our strategy and learn from the new consumers who fall into the category of e-commerce shoppers,” he said.
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