APEX PRESENTS

Efes Pilsen
B2B Loyalty Program

About Efes Pilsen

Europe's 5th Largest Brand In Terms Of Production Volume

Anadolu Efes started its journey in 1969. Becoming the market leader shortly, Anadolu Efes contributed to the development of the market by cultivating the beer culture in Türkiye.

With its strong vision, Anadolu Efes introduced many “firsts” to the consumers and became the largest brewer in Türkiye shortly. The company took an important step by expanding abroad in the 1990s. Regarding the international operations, Anadolu Efes took another important step aimed at commercial sustainability in the global market in 2012 and formed a strategic alliance with SABMiller Plc (“SABMiller”). In 2016, following the acquisition of SABMiller by Anheuser-Busch InBev (“AB InBev”), the world’s largest brewer, AB InBev became the holder of a 24% stake in Anadolu Efes.

Anadolu Efes, which has gained fame as the 5th largest beer company in Europe and the 9th largest beer company globally, obtains most of its sales revenues from abroad. It serves more than 770 million population worldwide with its beer and soft drink brands.

Challenge

In light of the sector's dynamics, Efes recognized the pivotal role of loyalty points, particularly in traditional trade liqueur stores. The primary objective was to fortify communication channels with sales points, positioning retailers as Brand Ambassadors capable of efficiently promoting products to end consumers. To achieve this goal, Efes identified key components for their business strategy:

Centralized B2B Platform: Implement a solution consolidating campaign management, incentivization & sales enablement mechanisms, and point engine within a single organizational framework.
Segmented Education, Communication & Incentivisation Platform: Establish an advanced education and communication platform featuring diverse campaign mechanisms tailored to different segments of audiences.
Reward Program: Integrate a comprehensive reward program within the platform, encompassing a built-in reward catalog. This program should cover everything from reward procurement to delivery and include Call Center service support.

Solution
Efesliyiz.biz Loyalty Platform

The Efesliyiz.Biz Customer Engagement & Loyalty platform is designed to reward the retail channel, distributors, wholesalers and sales teams based on their business relationships, sales generation, perfect store execution and platform interactions.

The platform aims to create a robust ecosystem that strengthens the bond with the point of sales and fosters collaboration and competition, driving increased engagement and brand advocacy within the retail channel.

Key features are;

Point-based Incentives: Retailers earn points for purchasing Efes Pilsen products regularly and participate in store-based campaigns.
Learn&Earn Education Module: Users access up-to-date information about all products and company news, earning points through an interactive education module.
Games Module: Foster healthy competition and increase platform engagement through interactive games, encouraging participants to spend more time on the platform.
Reward Redemption: Enable users to redeem their accumulated points for tangible rewards and digital vouchers from leading retailers.
ABinBev Anadolu Efes needed to gain knowledge and platform availability in the digital transformation of channel trade, low digital engagement rates, and lack of store-based business target capability & incentivization.