Driving loyalty

Mahou is a Spanish brewing company, founded in Madrid in 1890. The company is among the most important in the Spanish beer market. Following the acquisition of San Miguel at the end of 2000, it became the Mahou San Miguel group of companies, the largest Spanish brewing company at the beginning of the 21st century.

Challenge The health situation caused by Covid-19 severely affected Spanish bars and restaurants, forcing them to close for a period of time never experienced before.

Since then, the Mahou San Miguel Group proposed to support hoteliers with a project that would help them attract new consumers and boost recurrence through a loyalty program called barraB.

This project had to face the following challenges:

• Consumers: To have useful information about the bars / restaurants, to ensure safety and hygiene, to have access to promotions and offers, facilitate reservation / home shopping and improve the consumer experience in the store.
• Hoteliers: to increase consumer traffic, increase average consumptionThe company's main objectives are to improve profitability, facilitate safety and hygiene, simplify access to regulations and COVID restrictions at the time, and adapt to new forms of consumption.
• Mahou San Miguelto increase the sale of its products. productsThe company's goal is to improve the development of the HORECA category, obtain consumer and last mile information, and increase customer and consumer loyalty.

Project The project was divided into three phases: Dicovery, design and delivery.

Discovery Phase

• Definition of BdBar user segments and development of Buyer Personas. Three workshops were held on Design Thinking (MSM, Consumers and Hospitality Industry)
• Identification of the problems and needs of each of the user segments
• Identification of unfair advantages of MSM
• Benchmarking of best practices of the competition in loyalty programs

Design Phase

• Definition of the positioning strategybusiness objectives, value proposition and benefits to user segments
• Co-creation of Customer Journeysassociated communication actions, channels, moments of truth according to the phase of the conversion funnel and associated functionalities.
• Flows of user interaction with the APP of the barraB Loyalty Program.
• Detailed design of the Loyalty Program barraB: drivers, benefits for each stage of the funnel, business rules, reward system, rules for assigning and redeeming points, membership levels, gift or promotion catalog...
• Prioritized functional backlog

Delivery Phase

• UX/UI DesignThe development of the App and integration with MSM's technological ecosystem and shopping platforms.
• Measurement and proposals for improvement. Design of two experiments to test key functionalities of the MVP in a segmented way with end consumers.

Results We have achieved:

• Increase traffic in bars in a 40% then of a year.​
• Increase of the average ticket: +20% then of a year at the program from loyalty from BarraB. *Pilot recently launched to "Friends and Family": the data to have Dear at based on a Business Case previous realized jointly with MSM.​
• Direct communication channel with consumers: 50 promotions launched at a year.