Gloria Kaburu
Head of Media Futures & Digital, EABL
• 1 year in the Diageo’s Africa Digital Hub as Performance Media Lead
• Previous experience - 8years+ in media agency operations –media strategy, performance media, d-Comm optimization, conversion
Solve for what matters today to be ready for what matters tomorrow.
Partners:
Our e-commerce journey started in 2019 with a blueprint in collaboration with partners that allowed us to test and learn as well as understand the landscape.
Sudden disruptions from the pandemic created an urgent need to pivot
On-Trade Closures
(Bars, Restaurants, Clubs)
Rise of Home/4th Space Drinking and DIY Cocktails
Increase of Direct-toConsumer (DTC) delivery services
The key shifts we made during lockdown to meet our consumers’ needs and the ‘new’ reality then;
Increasing Partnershi ps Online
We mapped out the 5 active partners and identified additional 5 to ensure that we have 10 live accounts.
Route-ToMarket
Alignment
Ensuring that all our brands are purchased from an accredited EABL distributors.
Embedding
Ease & Reach
Guarantee easy accessibility to the end consumer. Ensure last-mile delivery logistic partners with our promise of <30mins
Collaborati ve activations with Paid Media
Dial-Up investing in paid performance media behind our activities online to drive up conversions
A big success factor to the growth of TheBarKE were the dial-up behaviours we embodied;
Be externally curious
Seek deep external insights
Collaborate efficiently
Experiment and learn
Act decisively
Anticipate trends
Challenge openly
Aim high and disrupt
Choose progress over perfection
Decide with only essential input
Trial innovative solutions
Prioritise what matters most
Adapt quickly
Share and embrace what works
Fail fast and learn
Commit to decisions and deliver
And all this has driven notable YOY growth and offering expansion into our Soirée parties & Ticketing
Product Offerings
Embrace a continuous learning journey; Have the right partner. Collaboration is KING to scale
Fail Fast and Learn. Agility is CRITICAL
Gradual growth. Prioritize what matters most
eCommerce and mobile penetration in Africa will continue to be on rise.
Food for Thought: Are we set up to capture this ecommerce opportunity across the region?
Source: CAGR
Questions?
Thank You
