Each year, Anheuser-Busch InBev’s premium beer brand Hertog Jan holds an engagement day for their most important business relations.
Create a get-together for 250 “Friends of Hertog Jan” in a way they can relax and at the same time be soft-educated in retail design trends to get inspirated for changes of their own enterprises. Let them choose the three best colleagues.
DAILY BREAD Amsterdam created a mobile event concept that started as a classic face-to-face seminar, and changed in an exciting Retail Inspiration Tour. The friends of Hertog Jan were formed in groups and sent out to different cities were they would be guided along examples of outstanding retail concepts and exceptional interior designs.
To collect the groups’ feedback, tablets were used with a survey app, enabling real time polling, commenting and picture sending. All data was transferred to an experts panel to be prepared for a discussion in an after-party plenary setting.
The night after the event a selecton of the collected data was posted online so the business owners could start right away with improvements of the retail experience they present to their customers.
The impressive amount of high quality user-generated data could be used by the client to optimise customer relation management.