Connect in a digital world
HEINEKEN is always looking for innovative ways to bring
people together. Today, we are using the opportunities provided
by digitalisation to connect with consumers and customers,
as we have done throughout our history.
Digital marketing sales
The online partner of choice
Making new business models possible
O O Qs
Report of the Executive Board
Report of the Supervisory Board
IDDM - the new way of marketing
Individual Data Driven Marketing (IDDM) is
an integrated marketing and sales approach
to drive effective and efficient brand
communication and link it to sales activation.
We use digital data signals on individuals and
context to provide people with the relevant
personalised messaging.
For example, we used this new approach
to connect our Amstel brand to the way
people celebrate carnival in Brazil delivering
customised messages to consumers.
It enables us to connect with people ranging
from travellers going on holiday during
carnival, carnival lovers being at street events
during the celebrations or people on social
media who prefer to celebrate carnival with
friends at home.
The best in beer -
delivered to your door
Beerwulf.com is an e-commerce platform where
consumers can order over 1,000 different beers in
bottles, cans, packs, kegs and also draught systems
like the SUB.
Now live in 11 countries, it is on the way to
becoming Europe's leading online beer store.
Building on the capabilities of Online Drinks BV,
which is now part of Beerwulf, we today offer
a full-services consumer-centric webshop where
brewers and consumers connect. Millions of
consumers visited Beerwulf.com in 2019.
Heineken N.V. Annual Report 2019 O
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We are shifting our marketing spend towards
personalised, digital marketing at pace, and at scale.
This ensures our brands remain relevant across
different places and occasions and allows us to both
keep our international brands consistent and be
locally relevant.
Our Heineken® brand UEFA Champions League
and Formula 1™ sponsorships provide the ideal
opportunity to connect digitally with consumers
before, during and after major sporting events.
Combining the offline and online world allows us to
be closer to consumers, reinforcing the strengths of
our leading brands.
Digitalisation is enabling us to learn fast.
In the past, we might have run a campaign for
six months before we evaluated its success. Now,
we can analyse results and act on what we learn
within days.
Our data-driven sales programme is also equipping
our sales force and informing their decisions. It is
becoming easier to identify what data analysis
is needed and to translate insights into value for
customers - for example by offering the best
promotions or reallocating commercial assets
across outlets.
Our sales reps have close relationships with outlet
owners. Our digital business-to-business platforms
allow us to build on these connections and provide
a better and faster service to customers.
Take the example of Beerwulf, our number one
business-to-consumer online beer platform. It is the
most extensive specialty beer and draught systems
offering available to consumers.
In Mexico, we are bringing our online beverage
shop, Drinkies, into SIX convenience stores
across the country, providing consumers with a
greater range of choices by connecting multiple
sales platforms.
Across the on- and off-trade, electronic point of sales
systems enable us to connect with more customers
and consumers with better and broader services.
