E-Retailong:
WINNING WITH CUSTOMERS
P
The Next Star
Performer
The online grocery shopping channel is experiencing rapid evolution
fuelled by developments in technology increasing Internet access and
the appeal of online shopping, with home delivery. Development varies
by country and different forms are emerging - but they all have one
thing in common - growth.
Leading online markets such
as the UK, US and Japan are
already experiencing high
online sales, whereas others are in earlier
stages of development. Although the
majority of grocery shopping still takes
place offline, online sales have almost
doubled over the last five years and are
expected to experience continued steep
growth over the next five.
The online grocery channel presents new
challenges and opportunities for business
and retailers alike in the quest to meet
consumers' expectations. Due to the
unpredictable growth in this space, the
task of developing e-retailing has been
described as "like building a car while
driving it."
Online Beer Sales
HEINEKEN is increasingly embedding
e-retailing within its operations, and
has created clear recommendations
to be used across the business, from
researching online shopper behaviour
to activating brands. As with the offline
channel, the aim is to create collaborative
win-win partnerships with customers to
find solutions that will satisfy consumers'
needs.
World of HEINKEN takes an in-depth
look at the e-retailing trends seen by
HEINEKEN in the UK, France and Spain
and how they are successfully working
with customers in this space.
World of HEINEKEN Edition 2 2013
