We discovered that the economy of corner shops in Colombia depends on their ability to attract

customers and keep them engaged by offering enjoyable experiences.

However, the vast majority lack attractive furnishings to achieve this.

Poker beer revolutionized corner shops by repurposing THE PETACO, a standard beer transport

item that often accumulated in heaps at each shop. We integrated it into a fully functional design

system, allowing shopkeepers to create any furniture they desire. This transformed their corner

shops into social hubs, offering diverse experiences that boosted both: their business and our sales volume which grew up to 30%

Corner shops are an essential part of the Colombian economy. It's estimated that there are more than 500,000 throughout the country, responsible for 52% of the sales of everything that is

consumed nationally. They are important not just for what they represent in neighborhood

dynamics but also for all the families that depend on their economy.

According to research, only 4% of them have the resources to equip their stores with the necessary furniture to give customers experiences worth staying longer, having fun, and thus consuming more.

That's why Poker, one of the leading beer brands, used a resource that was already there: the

PETACO, an essential object for beer distribution in Colombia where the most common

consumption method is in returnable bottles.

Poker beer thrives in corner shops, comprising 38% of the distribution. Traditionally, we've

furnished them with branded materials and standard furniture for effective visibility. However, the

necessity of branding has intensified due to the rise of discount shops and craft beer bars in

neighborhoods, impacting this channel.

Our challenge was revitalizing corner shops by enhancing functionality and enjoyability to prolong

the customer stays and increases their average ticket.

Yet, equipping over 500,000 stores nationwide with furniture is unattainable.

So, we opted to utilize something that has always been there: PETACOS, regular beer boxes that

we transformed into a functional design system.

Shopkeepers access it through BEES, our B2B digital platform where they earn and redeem points for beer purchases.

Our objectives:

10% of stores transformed into social hubs with the same budget.

30% increase in branded furniture units.

15% increase in beer orders.

25% reduction in furniture expenses.

Inspired by a fully modular design system, IMAGINE WITH PETACOS sparked the creativity of

shopkeepers to transform beer boxes into functional furniture that adapts to any space.

From tables and chairs of various sizes to entertainment areas like scenarios and DJ sets, games for friends such as billiards, foosball, and even basketball courts, we turned stores into entertainment hubs, enticing friends to stay longer at stores.

The process of acquiring the elements needed to transform the PETACO into this functional

furniture is straightforward. Shopkeepers access BEES, our B2B platform, where they purchase

products, accumulate points, and redeem them for benefits. They can browse available items and

assembly tutorials. They select what they like and exchange it for points. If they don't have enough points, it's simple: they purchase more beer (which comes with more PETACOS) and thus transform their regular spaces into entertainment hubs enhancing the experience for their consumers.

As mentioned before, there are more than 500,000 corner shops in Colombia. For a local brand to

comprehensively support all of them is unaffordable. Even a modest gift per store would require an immense investment. Thus, our challenge became clear: How could we assist these shopkeepers in improving their businesses while also ingraining our brand in the experiences that connect with their consumers?

Recognizing the pivotal role of shopkeepers as product advocates for consumers, we discovered

that 96% of stores lack the resources to transform their spaces into inviting environments for

customers to linger, ultimately leading to increased sales.

Our goal was to come up with a creative solution to positively impact shopkeepers’ businesses with no huge investments, and even creating savings.

It all began with corner shop visits, where we observed that in stores lacking seating space for beer consumption, customers would use anything, even PETACOS, as chairs.

This moment sparked the idea that since all PETACOS can be stacked, we could turn them into a

complete design system to provide shapes, uses and experiences.

Thus, we developed a comprehensive system integrating over 20 designs, ranging from tables and chairs to platforms for mini-concerts, and tabletop and competitive games like billiards,

foosball, among others.

We introduced the furniture on Bees, our previously mentioned B2B platform, where shopkeepers

found the different designs and the number of Bees points required for each item.

Ultimately, this idea was launched in December 2023, but it doesn't end there, as PETACOS will

always be there, along with the imagination of shopkeepers to create whatever they need and turn

it into a complete experience in their stores.

Transforming PETACOS into furniture for neighborhood stores has had a positive impact on

business results. Increasing shopkeepers' income by 15% and the frequency of consumers’ visits.

Furthermore, the improvement in customer experience has led to an increase in both the duration

of visits and beer consumption in the stores.

The initiative has successfully achieved its original goal of transforming neighborhood stores into

attractive and sustainable entertainment spaces, allowing us to achieve the following results

according to the established objectives:

Now, we can transform +15% of corner stores into social hubs nationwide with the same budget.

+46% increase in branded furniture units reusing PETACOS instead of producing regular furniture.

+30% sales volume increase, which represents that the more Poker beer shopkeepers buy, the

more furniture they can create.

+32% savings on furniture for corner shops, helping shopkeepers one PETACO at a time.