Local market insight: Spain Multiple forms of e-retailing The main form of online grocery shopping is through retailers' websites, such as Carrefour, El Corte Inglés, Caprabo, Mercadona and Dia, who offer home delivery. There are also pure-players who only exist online, such as Ulabox or TuDespensa and there are also price comparison websites such as Carritus who don't sell directly, but 're-direct' you to retailers' websites. Urban-centric and value-oriented shoppers The level of e-retailing is higher in big cities, such as Barcelona and Madrid. Consumers are seeking value choices, often choosing 'own brand' lines. They carry out their online shop with a list in mind and don't spend as much time comparing products. They want a rapid purchase experience. Beer sales increase online In Spain, consumers are taking advantage of home delivery to add heavy items to their order, including beer. Win-win customer solutions In 2012 HEINEKEN developed a joint promotion between Spanish brand Cruzcampo - sponsors of the Spanish football team - and Dia online. During the EuroCup championship a limited-edition offer was developed. Via www.Dia.es purchasers of Cruzcampo had the chance to receive a limited-edition football machine or beer cooler. The offer was promoted via the Cruzcampo website, Facebook page and through e-mails. The promotion generated more than 2,000 entries and drove a high volume of traffic to Dia online, making it a valuable win- win activation for both parties. Driving in-store activity During the EuroCup, Facebook fans received a discount on special-edition Cruzcampo Draught Kegs, redeemable online or in-store. 5,000 consumers printed the coupon, with a redemption rate twice the national average of 8-10%. With the majority of redemptions occurring in-store, the important connection between online and offline was clear. Edition 2 2013 World of HEINEKEN

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2013 | | pagina 19