Copa de Excelência
Oct. 31, 2024
Arca Continental is a Bottler of 2.5 billion unit cases per year, and they came to tells us how was implemented a B2B application in its markets
During the last Meeting Point, we presented the best practices of two KPIs for the first time. In recent news, we've published presentations related to the growth of Non Sugar and now it's B2B Digital's turn. On this occasion, Arca Continental's Road to Market Manager tells us about the digital transformation journey in Mexico and Peru.
Arca is a Bottler with presence in five American countries. And, as a Bottler of 2.5 billion unit boxes a year, it has had a B2B application on the market for almost five years that has helped them achieve 65% of the volume mix level, consolidating it in their main method of receiving orders in the traditional channel.
Considering these digitization results and the benefits they were able to capitalize on and discover how to generate more value by digitizing customers, they created a new area that they called Digital Nest, where they separated commercial activities and projects from digital ones in order to be able to develop and implement the technology as quickly as possible.
In 2024, they managed to have almost 94% of their customers registered on their platform and 58% of their customers using it on a monthly basis.
It is this level of digitization that allows them to have a broader portfolio, to start bringing digital products to the market, which obviously generates a virtuous circle, that generates more value in the end by having a larger offer on the market.
During the 2020 pandemic, they wanted to digitalize quickly and spotted opportunities in their platform, which wasn't robust enough, it didn´t have the functionalities that the market really required.
In 2021, they decided to form a cross-functional agile team with people dedicated to both product development and implementation in the sales force, where, of course, together with our operations, they detailed which functionalities were missing on a day-to-day basis.
Now, going exclusively into Peru's journey, their digital transformation manager, Gianfranco Sotomayor, tells us that they have decided to focus their efforts on the progress of the app and the value proposition of the app itself.
In 2021, they made a few attempts at specific niche markets in the region, but it was in 2022 that they really got the organization and the commercials to give the necessary attention to an idea like this. And that's when the mix and digitalization became commercial objectives, but it was the first two years that gave them the overview to understand what the value proposition should be, the strategies and functionalities that the platform would need to grow in that region.
To put this into context, in 20210 they had 3% of digital mix, in 2022 they closed with approximately 30%
and in 2023, when they implemented the provinces, they jumped to 50% digital mix. By 2024, they had reached more than 60% of the revenue mix through the digital channel in Peru.
According to Daniel Barrera, Mexico's digital transformation manager, many of the strategies that worked in Peru are working in Mexico.
Even so, they realized that the service models, depending on the size of the client, gave them volume and took advantage of the platform differently.
So this Big Bang in Mexico was precisely strengthened by defining unique objectives for each model. In this way, they were able to digitalize those who were not so familiar with the digital transformation or empower those who were already digitalized.
Today, in 2024, they have coverage of 61% of customers in Mexico, with around 200,000 customers constantly using the app every month. And that represents 65% of the volume in Mexico through ACD, which means that two out of every three cases are captured through the digital platform.
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