You either
add value to
consumers'
lives or you're
not in tneir
lives
U
WINNING WITH CONSUMERS
CMI enables HEINEKEN
to focus resources on
what enhances the
consumer experience
the most
of programmes to delight this consumer
group with new offers. "The use of strong
consumer insights results in products,
brands and advertising that is more fun,
entertaining and rewarding for consumers
to interact with," says Florence. "Quite
simply, you add value to consumers' lives or
you're not in their lives."
Customer Benefits
The insights that CMI provides enable
HEINEKEN to focus on what will be most
beneficial for customers and what truly
enhances the consumer experience
with the customer. "We can have better
informed conversations with customers,
identifying what's going to continue to
bring consumers back to our customers
and our brands, time and time again,"
says Florence.
"Our on- and off-trade customers have
a vital role to play. For example, by
presenting products well at the point of
purchase, we can ensure our efforts to
excite the consumer through advertising
continues right through the whole
purchasing cycle. In the on-trade in
particular, consumers are looking for this
special moment of reward and indulgence.
We need to understand the target group
and the occasion extremely well and
develop powerful programmes to satisfy
their desires."
At HEINEKEN, the generation and sharing
of consumer understanding is becoming
more and more important. "We are
creating an infrastructure to ensure
that we share learnings, which can help
markets to anticipate changes much
faster," concludes Florence. "Thanks
to our measurement systems, we can
see what solutions are working well in
different markets. Many solutions and
ideas can travel, and if CMI can effectively
determine consumer demand, this will help
us to leverage the best ideas from all over
the world, ensuring we continue to offer
our consumers a surprising, exciting and
rewarding experience!" K
38 World of HEINEKEN Quarter 2 2012
