Zx Ventures experience in beer category: using data to optimize online profitabilitySanne Bakker2018-05-31T09:39:51+00:00
Zx Ventures experience in beer category: using data to optimize online profitability
Vladimir will introduce operational model and experience of ZX Ventures, a separate global unit, that world’s leading brewer, AB InBev, has created to explore rapid growth areas in and around beer industry.
As e-commerce is one of the prioritized initiatives for the company, it now deploys a team of data scientists, performance marketers and online strategists to drive responsible beer category growth in online channel. And while the channel is obviously universally recognized as a fastest growing channel for grocery sales, the challenge of profitability is often haltering further growth and impacts margins for both manufactures and retailers. And even though the ultimate solution for the industry is yet to be discovered, there is a variety of possible initiatives within online levers that can be used to tackle the challenge and improve profitability – all of them quite naturally based on one of the channel strengths – granular data availability.