Marty Siewert

Global Director Shopper Insights, Anheuser-Busch InBev

Xcelerate presentation

Develop the right product: Research, analysis & validated shopper insights

11:15am – 11:45am |  Wednesday October 9th

Why risk going to market with misaligned product packaging? That's the question Anheuser-Busch InBev asked as they initiated an advanced customer behavioral research project with Symphony RetailAI that tracked customer path to purchase information and gained sophisticated insights that helped them improve a product to give customers exactly what they want.

One of the largest global FMCG companies, Anheuser-Busch InBev has a massive global customer base. But with that expansive customer reach comes a heavy responsibility to understand how their shoppers shop - and what they want. Significant time and funds can easily be wasted without the proper insights to alter a given product. Partnering with Symphony RetailAI, Anheuser-Busch InBev undertook advanced customer behavioral research project that tracked customer path to purchase information and gained sophisticated insights that helped them give their customers exactly what they want.

Marty will take the audience through Anheuser-Busch InBev's study that helped them make a significant modification to one of its global beer brands - and detail the direct positive results of this project.