Local retailers often feel at a disadvantage in their relationship with suppliers when compared with the infrastructure of large retail chains. Yet these small shops and services, especially in developing countries, are the main drivers of sales in the retail sector.
And while innovation is often associated with new technologies, it is worth remembering that much of the global population has no access to those resources.
That is why AB InBev challenged us to investigate its entire distribution ecosystem, from corporate businesses to breweries, wholesalers, neighborhood stores and even the end consumer, to understand the needs, pain points and desires at every touchpoint of its products’ journey.
Empathy as a key tool for innovation
We conducted field research in Mexico and China with the owners of small local shops to understand each of their contexts. For this, we interviewed more than 80 owners, delivery people and customers of AB InBev products.
The outcome of this research was an immersive workshop in New York, attended by representatives from 10 countries, who interacted with product prototypes. These experiences were built from information collected directly from consumers’ needs.
We used technologies such as AR and VR (augmented and virtual reality) and, throughout the workshop, inspired the AB InBev team to step into the different realities of local shops.
At the end of the three days of immersion, we developed specific concepts to serve each individual market and created pilot plans for them.
The result? By the third day of the workshop, one of the prototypes was already being produced for a pilot experience in China.
Simple concepts, big impact
International projects challenge the limits of user-centered design. For this reason, we followed people closely at each stage of the product journey in markets very different from one another.
But beyond the sociocultural differences of each business, we also noticed universal traits, as well as shared needs and concerns, regardless of where the businesses are located.
That is why we used a customized innovation methodology in this project. In the design research process, we created 6 different zones of small family-run shops and invited their owners to take part and co-create concepts to pivot their businesses.
From this we learned that, sometimes, the simplest solutions have the greatest impact. As an innovation consultancy, it is our responsibility to create experiences that truly deliver a positive result for users, regardless of the size of their businesses.
