HEINEKEN COLLECTION SHOPS
STRENGTHEN IMAGE ON CANARY I
Since the start of this
year you can go shopping
at Heineken on the Canary
Islands. Tenerife and Las
Palmas are the cities in
which Heineken Collection
shops have been
established. The shops
offer a range of more than
one hundred articles.
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Area Export Manager Huub Maas of
Heineken Canarias explains why the
shops have been set up: "The main
reason is to lift our market share. We
hold a very strong position on the
Canary Islands but we have seen a
slight decline in consumer loyalty.
Via the shops we aim to create
greater consumer commitment. The
Heineken Collection shops will also
serve to boost our image further".
LOOK ROUND
Heineken Canarias opened the two
shops on the day before the Feast of
Epiphany, traditionally a day with a
lot of shopping public. Promotion
girls handed out leaflets, each car
rying a lucky draw number, and invi
ted the public to look round the new
shops and find out whether they had
won a prize. In total several thou
sand people visited the shops.
Preparations for the Heineken
Collection shops lasted four months.
During this period two top-class
locations in Las Palmas and Tenerife
were transformed into the Heineken
Collection shops. A combination of
wood, green ceilings and neon light
ing gives the boutiques a sporting
and youthful image. The sales coun
ter is illuminated and has the shape
of an H. Built into the wall above the
counter is a television set which con
stantly shows Heineken commercials
and Heineken-sponsored events from
all over the globe.
PRICE TICKETS
All the articles in the shops carry two
price tickets. One ticket displays the
normal price and the other shows
the number of crown corks or green
tabs plus the added cash needed to
buy the article. Each tab or crown
cork is worth 25 pesetas. To allow
people to study in the comfort of
their own home the articles they
would like to acquire, Heineken
Canarias has produced a full colour
catalogue which contains pictures of
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