AbInBev (NTT Data)

(Retailer Digital Experience)

Designing the digital shopping journey for 152K retailers

Context

AbInBev sought to expand its Mi Mercado retailer marketplace and needed a tailored journey for Colombian traditional retailers.

Challenge

Create a digital shopping experience that drove adoption, increased loyalty, and unlocked marketplace growth.

My Role

• Led Customer Research & Marketing workstream
• Conducted ethnographic research
• Defined personas, value drivers, and digital journeys
• Shaped the customer vision, value proposition, and GTM strategy

Impact

• Targeted 152K retailers
• Projected $175M GMV in year 1, net income $31M
• Delivered customer journey and segmentation for launch

Sample Deliverables