Shopper Discounts and Rewards: Heineken decides to launch its first eCommerce platform
Heineken prepares to launch eCommerce hub
With more and more companies launching online, Heineken is following suite by preparing to launch a global eCommerce outlet as part of a wider campaign to improve its brand image and increase sales. In an incredibly competitive market, Heineken believes its plans to sell branded products, from beer glasses to t-shirts, to consumers will lead to deeper shopper insight and greater sales both in stores and online.
eCommerce “will become a big part”
Jacco van der Linden, Heineken’s UK Marketing Director explained:
“eCommerce will become a big part of what we do as a business moving forward. Within our plans to grow both the beer and cider categories eCommerce will play more of a role where together with customers we start to develop a whole ecommerce platform.”
the use of social networking
As the first online shop for the beer and cider industry, Heineken tested the water by offering fans the chance to buy branded merchandise via Facebook. These social networking sites helped raise awareness for the brand and demonstrated an enthusiasm on the part of consumers for Heineken merchandise. They also allowed Heineken to engage with their customers on an individual basis and find out what people from around the world were saying about the brand.
using eCommerce to boost sales
This innovative method for boosting sales has already been used by other companies in the wider drinks market, for example, Majestic Wines, who launched their eCommerce platform in 2007. As Van der Linden explained:
“We’re only in the early stages of developing the ecommerce platform but think it will play a bigger role in how FMCG brands market their brands, particularly in our industry where things move so fast.”
the future of Heineken
Fans of the beer may be excited to be able to buy novelty Heineken merchandise, and by launching online Heineken was have access to a global market. It will be interesting to monitor the launch of the platform to see what usage levels it experiences.
Sources:
Marketing Week: Heineken readies first-ever global ecommerce hub
Internet Retailing: Heineken poised to launch global ecommerce hub
Shop Safe: Heineken sets sights on ecommerce launch
