About Vua Bia – AB InBev
Vua Bia is an official distributor of Anheuser-Busch InBev (AB InBev), the world’s largest beer conglomerate with over 500 brands, including Budweiser, Corona, Hoegaarden, Stella Artois, Leffe, and more. The brand offers customers a unique beer-tasting experience with a diverse product portfolio, ranging from craft beers and aged beers to specialty beers for unique occasions.
With a mission to elevate the beer-tasting experience for Vietnamese consumers, Vua Bia – AB InBev is committed to providing top-quality products and professional services.
Challenges
Vietnam’s beer market, characterized by fierce competition among both local and international brands, poses significant challenges for Vua Bia – AB InBev in optimizing distribution channels and reaching customers effectively. In addition to traditional distribution through supermarkets, convenience stores, and its official website, Vua Bia – AB InBev sought to innovate its customer engagement approach and enhance distribution channels through the Zalo platform.
Recognizing the growing influence of technology and the increasing prevalence of online shopping habits, Vua Bia – AB InBev collaborated with The Master Channel to launch a sales campaign on the Zalo Mini App. This initiative not only strengthened Vua Bia – AB InBev’s customer engagement through 100% automated reminder scenarios but also boosted sales through creative campaigns and the seamless, fast shopping experience offered by the Mini App.
Solution
The innovative solution in collaboration with The Master Channel brings numerous benefits and creates a distinctive edge for Vua Bia – AB InBev’s sales campaign:
- Optimizing Distribution Channels and Enhancing Target Customer Reach:
Zalo, a popular messaging platform in Vietnam with nearly 77.7 million monthly active users (MAU), provides a significant opportunity for Vua Bia – AB InBev to connect with potential customers, particularly younger generations. By leveraging the Zalo Mini App, the brand maximizes this resource to expand its reach. - Strengthening Customer Engagement with Intelligent Scenarios:
Through Zalo’s automated features, customers receive notifications about promotions, reminders for recurring orders, or personalized product recommendations based on their purchase history. This fully automated process not only drives sales but also ensures consistent interaction with customers. - Boosting Sales Through Flexible Promotional Programs:
The Zalo Mini App enables the brand to effortlessly implement various promotional strategies such as Flash Sales, upselling campaigns, and gift offers. These initiatives encourage customers to make repeat purchases while fostering a positive connection with the brand. - Real-Time Campaign Measurement and Monitoring via PangoCDP Integration:
Key performance metrics, such as order volume, conversion rates, sales figures, and detailed customer insights, are continuously updated in real time. This allows the business to easily track campaign effectiveness. Additionally, shopping activities on The Master Channel are securely collected and stored in the system, providing data on customer behavior and preferences. This opens up opportunities for future customer retention and re-engagement strategies.
“1Touch Ordering with The Master Channel” Campaign
This solution enables businesses to create quick, seamless “1-Touch” sales programs, optimizing the customer experience directly on the Zalo Mini App platform.
The standout feature of 1Touch Ordering lies in its ability to drastically simplify the shopping process. Instead of navigating multiple steps like product selection, logging in, and entering payment details, customers can complete their transactions with just a single touch. This streamlined experience not only reduces the time spent on purchasing but also offers convenience and ease, making it simpler than ever for customers to access products.
With its streamlined “1-Touch” functionality, businesses can not only accelerate transaction speeds but also significantly improve conversion rates, retain customers, and boost sales performance in a short period. 1Touch Ordering is a powerful tool for optimizing sales processes and building a strong competitive edge in the market.
The “1Touch Ordering with The Master Channel” campaign focuses on quick sales via the Mini App, offering exclusive promotions over a limited time. The campaign is promoted through social media advertising or targeted outreach to pre-segmented customer lists, ensuring effective engagement and maximizing sales opportunities.
Implementation:
- Customers will receive a message containing a discount voucher sent from Vua Bia – AB InBev’s Zalo Official Account (OA).
- By clicking on the message, customers are directed to Vua Bia – AB InBev’s “1-Touch” Mini App, where they can review and accept the program’s terms before proceeding with their order.
- With “1Touch Ordering with The Master Channel,” customers can quickly place an order with just a few steps: selecting their preferred products, entering the discount code, and filling in details (names and phone numbers are auto-filled by the system). There is no need for cumbersome login or account creation processes, unlike other ordering platforms.
- Once the order is placed, a representative from Vua Bia – AB InBev will contact the customer to confirm the order before proceeding with delivery.
In addition to Zalo messages distributing vouchers and introducing promotional programs, customers who have completed their purchases will receive a survey to evaluate the services and promotions of Vua Bia – AB InBev. Feedback from these surveys enables Vua Bia – AB InBev to promptly enhance service quality and optimize campaign effectiveness for future initiatives.
Beyond providing a seamless shopping experience with just a few “1-Touch” actions, the solution also empowers Vua Bia – AB InBev’s team to easily measure and monitor campaign performance in real-time. This is achieved through integration with the PangoCDP customer data platform.
The entire process—from sending promotional messages and receiving orders to reminders and maintaining customer engagement—is fully automated via the platform. Businesses can instantly access detailed campaign performance metrics, including the number of visits, successful orders, and customer feedback.
“Boosting Sales on The Master Channel” Campaign
Vua Bia – AB InBev has launched Pango Sell, a Zalo Mini App designed exclusively for Budweiser products.
This solution enables the business to create rapid Push Sale or Flash Sale campaigns directly on Zalo OA, achieving significant results by leveraging the scarcity of vouchers and customers’ preference for discounts. Limited-time promotional vouchers drive customers to make faster purchasing decisions, avoiding the fear of missing out (FOMO). This sense of urgency notably increases the number of orders within a short timeframe.
In addition to Flash Sale campaigns, Up Sell and Cross Sell strategies through The Master Channel enhance the average order value and optimize revenue by suggesting complementary or relevant products.
Similar to previous campaigns, integrating the PangoCDP customer data platform allows Budweiser to send automated promotional messages to customers. This reduces manual effort in campaign management and execution.
Depending on the campaign’s script, the PangoCDP platform automatically delivers personalized purchase suggestions via Zalo messages to specific customer segments. These messages are based on interaction data collected from the main engagement channel, The Master Channel. This not only streamlines the shopping process but also helps businesses build long-term relationships with customers through personalized experiences. Customers receive timely and relevant offers, enhancing satisfaction and fostering trust in the brand.
Beyond focusing on short-term discounts and promotions to drive immediate sales, campaigns with The Master Channel also support FMCG businesses in the food and beverage sectors, like Vua Bia – AB InBev, in building a loyal customer community on Zalo OA. Loyal customers not only return for frequent purchases but also introduce the brand to friends and family, contributing to sustainable and organic business growth.
Results
After more than three months of implementing the sales campaign in collaboration with The Master Channel and driven by the brand team’s innovative efforts, Vua Bia – AB InBev achieved impressive outcomes:
- Over 100,000 interactions and more than 11,000 Zalo Mini App openings during the campaign period.
- On average, each customer generated 147% more orders compared to the number of initial purchasers. Notably, the monthly repeat purchase rate reached a significant level, demonstrating the campaign’s success in retaining and re-engaging customers.
These figures clearly illustrate the effectiveness of the solution provided by The Master Channel. Beyond boosting sales, the campaign also fostered stronger customer relationships and reinforced Vua Bia – AB InBev’s market position in Vietnam’s beer industry.
