Case Study – AB InBev
Case Study
M/A/R/C® helped a major diagnostic testing company build a better version of their diagnostic analyzer for veterinarian use.
The Challenge
AB InBev wanted to gain a more complete understanding of in-store decision making and behaviors of beer shoppers, those who consume as well as those buying for others. The goal was to understand the “whys” behind macro trends in the rapidly evolving beer landscape.
It was critical to…
- Learn what drives shoppers’ channel & store selection when purchasing beer
- Study the decisions shoppers make while selecting beverages for their needs
- Understand what attracts shoppers to products in store
The Solution
A comprehensive, hybrid approach to develop an optimized in-store strategy, beginning with understanding broad macro issues, narrowing to more specificity and clarity in each phase. The process culminated in Retail Ethnographies that allowed AB InBev unique access to shoppers’ in-the-moment behaviors and motivations.
The Result
M/A/R/C® delivered a clear understanding of the nuanced roles each channel plays in shopper and consumer occasions and need states. AB InBev was able to develop more engaging in-store strategies by channel and advise retail partners on how to deliver optimized activation at shelf.