Cerveza Poker and AB InBev addressed the challenging issues within Colombia’s pension system by creating the Beer Retirement Account, a direct pension account for shopkeepers that has transformed their future. This was achieved through a minor update in BEES, the company’s B2B platform, where shopkeepers can now accumulate points every time they purchase Poker for their businesses. These points can be converted into funds for their pension accounts. Through this innovative change, we have not only altered the future for our allied partners but also transformed the business landscape itself.

The pension system in LATAM is at risk. According to Colombian Association of Pension and Severance Fund Administrators (ASOFONDOS), 75% of Colombians will not be able to retire. This affects over 500.000 shopkeepers who, due to limited resources, must prioritize their daily expenses over saving for the future.

In response to this challenging situation, Poker and AB InBev, the world's largest beer company, committed to changing the future for shopkeepers, who represent their primary sales channel. To achieve this, they transformed their BEES platform, the company's global B2B platform, allowing shopkeepers to convert accumulated points into money for their pension accounts, generating returns in collaboration with the Government and the Colombian Pension Fund (Colpensiones).

Motivated to create a sustainable solution, Poker and AB InBev discovered how a small change could significantly alter the futures of thousands of shopkeepers. This transformation of the pension system ensures that stores become enduring and appealing businesses. This commitment redefines the company's role as an agent of change, demonstrating its dedication to building a better future for the country.

Situation

Pension systems worldwide, especially in Latin America and Colombia, are under strain. ASOFONDOS indicates that 75% of Colombians won't retire comfortably. Neighborhood shopkeepers, representative of informal workers, struggle with this reality, often choosing daily necessities over retirement savings due to scarce resources.

Brief

In Colombia, neighborhood stores dominate beer sales, presenting fierce competition. Poker faces the dual challenge of growing its market share and enhancing relationships with these vital partners. The question arises: How can Poker both deepen its ties with shopkeepers and positively influence their futures?

Objectives

Strengthen the loyalty and engagement of shopkeepers towards Poker, ensuring they felt valued beyond just transactional relationships.

Position Poker not just as a beer brand but as a proactive contributor to the socioeconomic health of its community.

Achieve a significant increase in BEES adoption among shopkeepers

Ultimately, enhance Poker’s market share and brand preference through meaningful differentiation and social impact.

Poker, the second best-selling beer by AB InBev in Colombia, partnered with the Colombian government and the Colombian Pension Fund (Colpensiones) to launch the Beer Retirement Account. This innovative pension scheme has transformed the future prospects of Colombian shopkeepers, who represent the cornerstone of the company's sales network. The initiative was realized through BEES, AB InBev's global B2B platform, which enables retailers to purchase beer for their businesses and earn redeemable rewards points. However, an astonishing 70% of these points went unused and expired. In response, Poker took proactive measures to empower shopkeepers by allowing them to convert their points into funds deposited into their retirement accounts. This transformative platform update has paved the way for a more dignified retirement. Currently, over 9,250 retailers are actively saving, with projections indicating that this number will exceed 30,000 by 2025.

We set out to get to know our most important allies better: the shopkeepers, to understand the obstacles they faced when considering saving for their retirement. We discovered they needed simple, sustainable, and easy-to-understand assistance. Thus, the Beer Retirement Account was born.

To create this account, we implemented a small change in the BEES platform: transforming the points that shopkeepers earn from buying beer into money they can deposit into a retirement account, in collaboration with the government and the Colombian Pension Fund (Colpensiones).

Additionally, we developed a campaign directly targeted at shopkeepers, utilizing their usual communication channels. By transforming their ability to sell beer into an opportunity to secure their future, we help them achieve a dignified retirement while also motivating them to increase sales of Poker in their stores.

Beer Retirement Account operates exclusively on BEES, AB InBev's B2B platform, where shopkeepers purchase Poker beer for their business. We handpicked the top-selling store owners on the BEES platform and invited them to enroll. We then developed training sessions and tutorials to teach corner shop owners how to convert their BEES points into retirement savings.

We launched the initiative through push notifications on the BEES app, supplemented by in-store communication materials targeted at them and posts on Poker's social media channels.

In the third quarter of 2023, we identified and informed store owners about the initiative. On December 1st, we launched the Beer Retirement Account on the BEES platform. We currently have 10,000 shopkeepers saving for their pensions, and we expect this number to continue to grow.

The Beer Retirement Account was piloted with 10,000 store owners across Colombia. We anticipate more corner shop owners joining in the coming months.

In just 4 months, we've achieved:

+10,000 shopkeepers are already saving for retirement by selling Poker.

Poker's orders have increased by +12.5% among shopkeepers, +16% in major cities.

271.4 million BEES points redeemed for pensions.

Net savings: 480,000 USD.

+21% BEES adoption among shopkeepers

Colombian government boosted these savings with an additional 20%.

End of 2024 goal: exceed 30,000 participating shopkeepers, with a 2025 target of over 70,000—supporting the UN's Sustainable Development Goals for inclusive economic growth and decent work.

COLPENSIONES and the Colombian government have endorsed the Beer Retirement Account as a pivotal initiative set to transform the pension landscape, potentially aiding over 500,000 shopkeepers in the long term.

This initiative demonstrates to the world that the business of selling beer and the well-being of shopkeepers can grow together, positioning Poker and AB InBev as pioneers in business transformation once again.

The Beer Retirement Account creatively disrupted the traditional business model for shopkeeper engagement by transforming a standard loyalty program into a powerful tool for social change. In Colombia, where the majority of informal workers, including shopkeepers, face a retirement crisis with little to no pension support, this initiative shifted the focus from mere sales incentives to genuine financial empowerment. The innovative use of the BEES platform to convert points into pension savings directly addressed the critical issue of retirement preparedness, highlighting how market-oriented strategies can contribute significantly to societal challenges. By reimagining the role of corporate entities in community support, the Beer Retirement Account not only changed the way shopkeepers perceive and interact with brands but also set a new standard in the market, demonstrating that business success and positive social impact can go hand-in-hand.