Business Growth and Efficiency by Implementing DX in the Product Ordering Flow

Challenges:

Previously, AB InBev relied on individual sales representatives to handle orders from liquor stores, restaurants, and bars. Order methods varied by customer, including phone and email, resulting in significant manual data entry into internal systems.

While a digital ordering platform had been developed in the past as a solution for improving operational efficiency, it failed to gain traction with users. Therefore, the development of a new ordering platform that truly met the needs of buyers became a pressing priority.

Furthermore, with a view to global expansion, there was a need for a platform with the flexibility to accommodate campaigns in different regions and cultures, aligning with the specific requirements of each international location.

Solutions:

Monstarlab conducted interviews with stakeholders, including AB InBev sales representatives and liquor store/bar owners. They utilized design sprints to derive functional requirements and create mockups. A pilot version of the app was tested in several bars in New York, with iterative improvements made based on user feedback to enhance the app's quality.

Furthermore, leading up to the launch, Monstarlab explored ways to seamlessly integrate with AB InBev's multiple backend systems. Simultaneously, they incorporated a flexible mechanism to support the implementation of buyer-focused campaigns planned by each local office.