NEW YORK–(BUSINESS WIRE)–Accenture (NYSE: ACN) has been helping Anheuser-Busch InBev (AB
InBev), the world’s largest brewer, increase the efficiency of its trade
promotions in Europe through the implementation of the cloud-based
Accenture Trade Promotion (TPM) solution.

The implementation is part of AB InBev’s digital front-office
transformation program, under which the company seeks to improve the
effectiveness of its significant promotional trade spend by replacing a
patchwork of processes, systems and tools across Europe with a single
consolidated system that will enable the company to more effectively
manage its trade-promotion spend.

Built on the Salesforce Customer Success platform, the Accenture TPM
Solution gives teams more visibility into and control of their trade
spend, enabling better-informed decision making, improved forecasting
accuracy and more-effective trade promotions ― ultimately leading to
help increase sales volume, stronger customer relationships and reduced
spend.

Before the implementation of Accenture TPM, AB InBev lacked a
consolidated view of its trade-promotion activities across Europe, with
different types of systems for each of its operations ― often even
within the same country. As a result, aggregating the data necessary to
assess the effectiveness of specific promotions often took several
weeks. With Accenture TPM, AB InBev can now pull reports in near
real-time, enabling the company to react immediately to any identified
gaps in its promotion efforts.

The solution is helping AB InBev fundamentally transform the way it
engages with customers, giving the company greater agility to adapt to
the market, capture value and deliver benefits to customers and
consumers quickly. Among the benefits the new system provides AB InBev
with are:

• Centralized information, guidelines and evaluation;
• Timely feedback and reporting;
• The ability to compare performance across countries using common key
  performance indicators;
• The ability to react quickly to market conditions and improve
  customer-service levels; and
• More time to spend with customers, thanks to automated processes.

Accenture and AB InBev began working on the first phase of the solution,
which focused on promotion planning, last May, and the system went live
in France and Belgium just six months later in November 2018. For the
second phase, expected to go live at the end of May 2019, the companies
will expand the rollout to the Netherlands and add payment-planning
capabilities. Ultimately, AB InBev plans to roll out the system to its
operations across more than 10 countries in Europe.

“With Accenture’s help, we’re already beginning to reap the benefits
derived from much greater visibility into our marketing programs,” said
Vitaliy Potlatov, Director of Digital Transformation at AB InBev. “By
focusing our trade spend on the promotions that are most effective, we
can ensure that we’re getting a better return on our investment, which
will help us accelerate top-line growth. We look forward to achieving
even greater results as we continue to roll out the program throughout
our other European operations.”

Duncan Knight, a managing director in Accenture’s
Consumer Goods & Services practice, said, “AB InBev understands
that in today’s digitally disruptive environment, consumers’ needs and
expectations are evolving constantly. By gaining real-time visibility
into the effectiveness of its trade promotions, AB InBev will be able to
quickly take the actions necessary to achieve relevance at scale and
ensure its continued success.”

About Accenture

Accenture is a leading global professional services company, providing a
broad range of services and solutions in strategy, consulting, digital,
technology and operations. Combining unmatched experience and
specialized skills across more than 40 industries and all business
functions ― underpinned by the world’s largest delivery network ―
Accenture works at the intersection of business and technology to help
clients improve their performance and create sustainable value for their
stakeholders. With 469,000 people serving clients in more than 120
countries, Accenture drives innovation to improve the way the world
works and lives. Visit us at www.accenture.com.

About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based
in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ANB)
and South Africa (JSE: ANH) stock exchanges and with American Depositary
Receipts on the New York Stock Exchange (NYSE: BUD). Our Dream is to
bring people together for a better world. Beer, the original social
network, has been bringing people together for thousands of years. We
are committed to building great brands that stand the test of time and
to brewing the best beers using the finest natural ingredients. Our
diverse portfolio of well over 500 beer brands includes global brands
Budweiser®, Corona® and Stella Artois®; multi-country brands Beck’s®,
Castle®, Castle Lite®, Hoegaarden® and Leffe®; and local champions such
as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Cristal®, Harbin®,
Jupiler®, Michelob Ultra®, Modelo Especial®, Quilmes®, Victoria®,
Sedrin®, and Skol®. Our brewing heritage dates back more than 600 years,
spanning continents and generations. From our European roots at the Den
Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the
Anheuser & Co brewery in St. Louis, US. To the creation of the Castle
Brewery in South Africa during the Johannesburg gold rush. To Bohemia,
the first brewery in Brazil. Geographically diversified with a balanced
exposure to developed and developing markets, we leverage the collective
strengths of approximately 180,000 employees based in nearly 50
countries worldwide. For 2017, AB InBev’s reported revenue was 56.4
billion USD (excluding JVs and associates).

Contacts

Tara Burns
Accenture
+44 7850 435 158
[email protected]