Bimbo: Changarros por WhatsApp – how to quadruple your sales

Bimbo, a Mexican packaged food manufacturer, delivered the automation of their distribution system with a B2B campaign targeted at small shop owners, securing 85% adoption, regional rollout and the quadrupling of sales.

Background

In Mexico, as in the rest of Latin America and the undeveloped countries where we have a presence, the traditional channel (changarros / mom-and-pops) represents around 63.2% of the sales volume of Grupo Bimbo, the largest bakery in the world. But such sales can be very inefficient, with very low average tickets and a high cost of maintaining the channel. In a category as everyday as bread and its derivatives, there are constant tensions in the distribution model: vendors visiting sheds who don't need anything at the moment, or who need products that are no longer available on the...

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