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23
Connect in a digital world
"The world is changing fast,
with tremendous opportunities for
the beer industry and HEINEKEN.
Consumers, customers and
employees expect a seamless digital
experience when they interact with
our brands and our company."
A truly customer-centric way of working
The best in beer -
delivered to your door
Enabling customer
self-service
Heineken N.V.
Annual Report 2020
Introduction
Report of the
Executive Board
Report of the
Supervisory Board
Financial
Statements
Sustainability
Review
Other
Information
Ronald den Elzen
Chief Digital and Technology Officer
At HEINEKEN we always aim to minimise customer
effort and maximise customer experience and value.
Our sales reps have developed close relationships
with outlet owners and our digital business-to-
business platforms build on these connections and
provide a better and faster service to customers.
We continuously develop and deploy new digital
functionalities to drive value, while creating data-
driven insights to grow our business and the business
of our customers.
Our B2B platforms are now operational in 25 markets,
including key markets such as Brazil, Mexico, South-
Africa and Nigeria. By the end of 2020, the number
of connected customers in traditional channels had
increased to more than 100,000. Across the on- and
off-trade, electronic point of sales systems enable
us to connect with more customers and consumers
with better and broader value-added services.
Digitalisation accelerated during the
year as consumers changed shopping
patterns and customers adapted to
lockdowns. As a result, our e-commerce
platforms showed strong growth.
Beerwulf is our business-to-consumer
platform in Europe where consumers
can order over 1,000 different beers.
It had more than 10 million visitors in
2020, 49% of them new. It grew revenues
in the high-double-digits. All markets
grew strongly, most notably in the UK
where revenues tripled.
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Our direct-to-consumer platforms,
Beerwulf, Six2Go and Drinkies tripled
the number of orders from consumers
in the year.
Our online self-service platform
in many markets, including
Mexico, Brazil, Vietnam,
Nigeria and the Netherlands,
gives customers a direct and
easy way to order our products.
They can use it to explore data
and find their order history,
discover new products and
offers, and contact our sales
support department.
