BEES App transition

Labatt is transitioning customers from the current BEES ordering platform to the upgraded Canadian BEES App, which introduces new features and incentives, including improved navigation, personalized product suggestions, in-app promotions, BEES rewards, push notifications, and streamlined ordering workflows. While the enhanced app provides significant mutual benefits for both Labatt and its retail partners, customer adoption has varied across the province — particularly among retailers who are not as technologically confident and continue to place phone orders.
This project will support Labatt in improving BEES App adoption and maximizing usage of the platform’s sales-driving features. The intern will complete a strategic analysis of app usage patterns, identify barriers to adoption across different customer segments, and develop targeted education and engagement strategies to increase onboarding and recurring app use. This will include building customer-facing learning resources (e.g., walkthrough materials, short feature guides, tip sheets), recommending communication touchpoints to reinforce app usage, and proposing a results-driven outreach plan to transition phone-order customers to digital ordering.
The outcome of this project will be a measurable increase in BEES App adoption and feature utilization, enabling more efficient ordering for customers and greater ability for Labatt to leverage personalized promotions, push notifications, and loyalty incentives to drive sales

Faculty Supervisor:

Kirby Shannahan

Student:

Partner:

Hearn Distributing Ltd

Discipline:

Business

Sector:

Wholesale trade

University:

Memorial University of Newfoundland

Program: