BEES Digital Coupons
Bridging Digital Marketing and Offline Sales Through Strategic UX Design
This project is protected under an NDA. At the end of the case study you can find a press release video of the initiative.
Problem
When Marketing Doesn't Meet Sales
BEES is AB InBev's B2B e-commerce platform that helps small and medium-sized retailers (such as bars, restaurants, and markets) manage orders, inventory, deliveries, and invoices directly through a mobile app.
By late 2021, BEES faced a challenge common across the industry: marketing teams were investing heavily in digital campaigns, but there was no clear attribution between online spend and offline sales. Traditional promotions couldn't prove ROI, while retailers lacked tools to drive foot traffic effectively.
Solution
Turning Digital Investments Into Offline Results
To address this, we created a digital-to-offline (D2O) experience: BEES Digital Coupons, a platform within the BEES ecosystem that bridges digital marketing campaigns directly to in-store sales.
Through the platform, targeted consumers can:
- Register for coupons
- Locate participating stores
- Redeem offers at the point of sale
For brands, the solution provides end-to-end visibility of campaign performance, bridging the gap between digital investments and offline results. For retailers, it increased traffic at their stores while rewarding them with points in the BEES loyalty program for each coupon redeemed.
Responsibilities
Driving Design Across Experiences
UX Design Leadership:
- Designed two key platform products: Retailer Experience (full flow for coupon redemption inside the BEES app) and Marketing Experience (brand-facing interface to create campaign materials, including posters and consumer landing pages)
Strategic Design Leadership:
- Partnered directly with the Global Martech Director at AB InBev
- Facilitated international workshops with stakeholders across multiple markets, aligning on product strategy and feature prioritization
Design System & Team Growth:
- Partnered with three designers in a design audit led by the Global Director of Product Design, to improve BEES platform-wide consistency
- Helped shape the onboarding process for new designers, strengthening team scalability
- Collaborated in Design Reviews with global leadership, accelerating decision-making and cross-team alignment
Impact
From Pilot to Global Rollout
- 2M+ digital coupons issued to 1M+ unique consumers in the launch year
- 84%+ coupon conversion rate
- Launched across 8 countries in the first rollout, with expansion plans for 10+ the following year
“In the markets where we deployed D2O, we see brand coverage growth, accelerated innovation launches, the creation of new consumption occasions, and more efficient use of marketing and sales budgets.”
— Ricardo Tadeu, BEES Founder & Chief Growth Officer
