One store for all
Over time, Anheuser-Busch continued to iterate on the experience-first approach, by integrating their various branded shopping experiences into a single web store, Shopbeergear.com. This clean, simple web store offers products by Budweiser, Bud Light, Busch, Michelob ULTRA, Natural Light and a host of other Anheuser-Busch brands, all in one place. They integrated multiple solutions with Adobe Commerce Cloud to create this experience, including Adobe Experience Manager, Adobe Tag Manager, Adobe Analytics, Gigya and a Customised Lite Weight API integration. They also boosted their product catalogue with speciality products and seasonal items, while integrating cross-channel brand strategies.
“The strategy of implementing a cross-branded web store combined with a commerce-enabled experience within AEM has provided the team at Anheuser-Busch with the flexibility to accommodate an ever-changing business environment.” said Faviano. “A pivot in strategy back to individual branded shops was accommodated through API integrations between Commerce Cloud and AEM, while the benefits of the cross-branded shopbeergear.com experience remained intact. It became the engine at the centre of a growing catalogue of merchandise.”
Incredibly, in the first quarter of 2019, the Bud Light and Budweiser test has already exceeded the company’s entire 2018 orders, in just a three- to four-month period, proving that the impulse buying patterns work for single products. And they’re not finished yet. Future efforts will include integrating their store with the Anheuser-Busch rewards platform, building upon other brands, more A/B testing and instrumenting shopbeergear.com with Adobe Analytics. “We always need to keep evolving,” said Faviano. “Our strategy can best be described as ‘test-and-learn’ - and it works very well for us.”