Michel Doukeris
Chief Executive Officer
Thank you, Robert. Very thoughtful question, and I appreciate you giving the chance to talk about that. I will try to be very brief here. But I think that there are three points when you think about customer and consumer centricity. The number one is really a mindset change in the Company that here I can best describe as instead of looking inside out, so what we want to achieve and execute things, you really need to look outside in. And fortunately, I think that over the last few years, this transformation is already taking place in the overall company, while some pockets of our company have been in this journey for a much longer time. Think about China and everything that we built in China. The second one is a very deliberative initiative of investing behind the insights, getting much more data and analytics to work in our favor, and with that, reorient the entire company on this outside in perspective and the company portfolio to be more oriented to where consumers are moving to and where the opportunities of growth for the future will be. So, I know that you are very familiar, and we have shared this in previous investors’ meeting, I have twice with you, our 10 YP idea in China, our 10 YP idea in U.S. and understanding very clear growth opportunities for us, so we could ruthlessly and very confidently invest in the future, not only the portfolio, but also in capability that we need to win in the future for the company. Examples of these capabilities are the high-end company, our Beyond Beer company and something that I’m very focused now, our digital transformation. And I would like to expand a little bit on the digital side. The digital transformation that we are going through now has one single-minded objective is really accelerate our capabilities in terms of how we can grow and expand our top-line. And the way that I like talking about that is really an opportunity for us to leverage the good of our reach, of our scale and our investment capacity. With more data, with forward route to market in this platform that we have globally, we can quickly expand more best practice. Just think about the 6 million customers that we have and the 10 million transactions that we have each and every week. And all the data that is sitting there on a city-by-city basis, where people are trying on their Excel spreadsheets, take the best of our analytics capabilities there. Now, through this, we can consolidate all this data in one single database. We can then better understand this data, we can better use this data and create much more value by using this and connecting with our customers, offering different services, offering even different products, which we are doing in some markets, we are expanding our ability to sell other products within this platform and serves our customers. When you think about the consumer side of that, with our direct-to-consumer, that delivery is proving that we can get much closer to consumers and consumer occasions and learn much more and use much more one-to-one marketing and then fully leverage and unleash the power that we have with draftLine. I can go on and on here and give you much more examples, but maybe you will understand, if I just use one metaphoric example, which is, think about this concept of stepping stones. Each time that we get 1 more customer or one more consumer data on our data link, we learn more, and we start testing more things. And we become much more agile, and we can implement at large scale one-to-one initiatives that before we were not able to do. And we are doing this with BEES as we expand, today 12 markets, $4.5 billion in GMV. We are doing this with B2C, doubled net revenues now in this quarter, and we expanded to several other markets. And this journey is just at the beginning, and I believe that we can unlock a lot of value and resources for us to fund our growth journey.