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
