3 E-commerce and digital marketingHHHP To win, it is vital we get close to customers and consumers 5W 1l\ hu. \y IS 4 "AVl I i."5L Our business priorities (continued) Deliver top line growth - E-commerce and digital marketing As digital innovation reshapes the beer industry's route to market, being close to the consumer is paramount. The marketing mix must include digital, but attention can be lost with the swipe of a thumb; engaging and creative content is essential. Our B2B and B2C e-commerce platforms allow us to get close to consumers and customers. Jf -S j HSR O Q, Report of the Executive Board Report of the Supervisory Board Financial Statements Sustainability Review Heineken N.V. Annual Report 2018 Other Information P THE SUB® The HEINEKEN SUB® is sold online and marries leading industrial design with our premium and craft beers in Europe and the US, enabling consumers to dispense the perfect draught pint in their home. It is driving growth in the at-home market in all four of our regions, helping to build direct relationships with consumers. Heineken® digital marketing Our Heineken® brand sponsorships of the UEFA Champions League and Formula 1™ provide the opportunity to connect directly with our consumers with specific digital assets before, during and after major sport events. This way we get closer to consumers. This digital marketing combines the offline and online world to mutually reinforce the strength of our leading brand. Never miss a moment fev. i S* m i j .y Beerwulf Beerwulf is one of our e-commerce platforms and the largest online specialty and craft beer webshop in the Netherlands. Rolled out in Belgium, the UK, France and Germany, it is creating opportunities to reach new consumers and increase loyalty. ^GEEfWULf

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2018 | | pagina 16