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Become the best-connected brewer
Digitise our route-to-
consumer
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Introduction
Sustainability
Review
Other
Information
Financial
Statements
Report
of the
Supervisory
Board
Report
of the
Executive
Board
HEINEKEN has increased investments in its digital
transformation to build a future-proof company.
To become the best-connected brewer, HEINEKEN
needs to digitise its route-to-consumer, unlock the
value of data, simplify and automate our end-to-end
processes, build a more modern technology landscape
(the Digital Backbone) and create a digitally enabled
organisation. We are significantly stepping up our
capabilities in eCommerce and data and analytics,
while at the same time we continue to rationalise
our IT infrastructure.
HEINEKEN has strong connections with our
consumers, through the power of our brands, and
with customers through the strong relationships with
our sales force. In a world that is moving more online,
where consumers stream films and series and where
customers order online, we are building new digital
capabilities to keep these strong connections. This
includes new digital consumer engagement models,
online order platforms and becoming a data-driven
sales organisation.
Our actions are aimed to support our customers to
grow, engrained in deep customer understanding.
In 2023 we collected 1.1 million surveys from 66
markets, measuring our service levels and asking
direct feedback on customer painpoints to help
shape our agenda.
By the end of 2023 we implemented proprietary
apps to take orders from our customers in 34 markets.
We have brought nine markets under our new eB2B
brand name and identity: eazle, business made easy.
By the end of the year our eB2B platforms had
captured close to €11 billion in gross merchandise
value, connecting with 700,000 active customers
in fragmented, traditional channels, an increase of
28% versus the same period last year.
At the end of 2023, over 60% of our revenue in
fragmented trade (bars, restaurants and small
independent stores) was brought in via our own apps.
This excludes modern trade (grocery stores and
supermarkets) where over 80% of all our orders
are now digitised.
With the increased scale of our online order taking,
we now use AI products in various areas: product
recommendation, churn detection (the risk of a
customer leaving HEINEKEN) and sales route
optimisation.
In various markets we use shelf image recognition
software, to improve on-shelf sales execution, by
scanning planograms, on-shelf availability and shelf
space management.
of our customers are
now online
Heineken
N.V.
Annual
Report
2023
Regarding direct-to-consumer (D2C) sales, our focus
this year has been on three different platforms.
Beerwulf continues to operate as a leading direct-to-
consumer (D2C) online beer platform in Europe. GLUP
is our business-to-consumer (B2C) rapid-delivery
company that services consumers in five metropolitan
areas in Mexico. GLUP operates using our network of
SIX stores, which have the value proposition designed
to delight consumers who want beer, beverages and
more delivered in less than 60 minutes. Finally, we
have Drinkies, our eB2B-to-consumers platform
used in markets such as Egypt and Malaysia
