App currently brings together more than 90 different brands and industries, such as energy, spirits, wines, snacks, etc.
One of Ambev’s commercial highlights in this year’s second quarter results, the Z delivery app wants to increasingly occupy the position of a consumer platform within the company’s businesses. A journey that involves increasingly participating in consumption occasions, structuring partnerships and offering items that contribute to making these moments more fluid and dynamic.
We know that barbecue is a very important occasion for consumption. So we are working on the complementary portfolio. In most regions, we already have ice and charcoal, basic items for convenience purchases during the barbecue, exemplifies Thais Azevedo, CMO at Z Delivery.
The new frontier to contribute to the good old barbecue making the main item available. According to the executive, this has been done with tests of deep-frozen meat, carried out by some partners, an operation that is beginning to be scaled. In addition to the barbecue, football and music – here very connected to events, with pre- and post-party orders – are emerging today as the three main occasions for consumption in the application.
Knowledge that the company has obtained from the analysis of consumer usage data and has contributed to outlining strategies both for the app and for brands that are part of the ecosystem. Understanding ensures that Z has more realistic information about habits, understands regional nuances closely, and can indicate more appropriate strategies for brands.
To offer an experience that aims to be the most complete, the company currently brings together more than 90 brands and different industries, such as energy drinks, spirits, wines, snacks. Even competitor Heineken is there. Our focus is on meeting consumer demands and if we are beverage specialists, we need to have the entire portfolio that makes sense for most of the population, argues Azevedo, who arrived in September 2021 at the company.
The brand currently has 4 million active users, according to the latest quarterly balance sheet. This public was responsible for almost 15 million orders and contributed to the 7% growth in the company’s GMV (Gross Volume of Goods).
With growth driven by the service model and experience, especially during the pandemic, Z’s communication strategy is now seeking new horizons and should strengthen actions using the brands that make up the Ambev portfolio – and other partners – to reach new public.
The strategy, according to the CMO, is part of the brand’s solidification process. We know that consumers who are passionate about Brahma, Budweiser, Mikes, Beats or any of our brands, want the product they like to get where they want to go. is, whenever he wants and as quickly as possible. So, we will also use the brands to remind the consumer that he has the Z as the best option to have the drink in his hand whenever he wants, he explains.