Accessories
Consumer demand for Heineken
merchandise was already high and is
expected to keep on growing, as
Heineken articles are very much
sought after. The Interactive Media
Department within Heineken
Corporate Marketing handled the
introduction. The shops were set up
in cooperation with IBM e-business.
The server that IBM uses for the
shops is located in the United States,
as most of the demand for Heineken
merchandise is expected to come
from America. Heineken has chosen
the credit card as the means of pay
ment. Credit cards are only issued to
people aged 21 and older, which
gives Heineken a guarantee that the
customer is an adult. This is because
the sale of alcohol related merchan
dise to non-adults is not permitted in
a number of countries.
TRACKING TRACING
After the internet surfer has made
his or her choice and has filled in an
order, the credit card data are check
ed. As soon as the transaction has
been approved, the order is sent by
e-mail to a warehouse in the Dutch
city of Den Bosch, which Heineken
also uses for the dispatch of POS
materials to distributors all over the
world. Within 48 hours after receipt,
the order is processed and the packa
ge is picked up by the courier service
UPS. This firm assigns the package a
tracking tracing number, which is
transmitted to the customer. Thanks
to this ingenious application of
modern information technology,
customers can see at any moment
of the day where their shipment is
located at that particular time.
Expectations are that a good two
thousand orders a year will be placed
with the Heineken internet shop.
Those orders all relate to materials
that have been developed by
Corporate Marketing. Local initiati
ves such as the John McEnroe T-shirt
(see elsewhere in this issue of The
World of Heineken) will not be
offered via the internet shop for the
time being. But that may of course
become possible in future.
Heineken shop
Leisure Wear Accessories Gifts
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