fife i Local market insight: UK WINNING WITH CUSTOMERS This was confirmed when a free-trial coupon was offered for a new line extension of Cruzcampo Shandy, using orange instead of lemon. The redemption rate was extremely high despite only being for one trial can. Because the promotion was offered via Facebook, there was also the opportunity for consumer feedback, which was extremely positive. Online brand visibility is essential FIEINEKEN Spain developed a promotion in partnership with Carritus, a price comparison website, in order to generate awareness for the new line extension Amstel Extra. By combining prominent website positioning with an online banner and homepage promotion, the product was clearly visible to consumers. As a result, online sales increased by 379% in July compared to the previous month. The future FIEINEKEN Spain has many more projects planned for 2013, including an ongoing effort to ensure that products are presented correctly. Customers are increasing their e-retailing efforts and FIEINEKEN wants to develop their plans to grow with them and increase their positive reputation as a strong e-retailing partner for customers. Online is the fastest growing channel Market forecasts by IGD, a leading source of information for the consumer goods industry, predict that UK shopping spend online will almost double in size by 2017. The major supermarkets such as Tesco, Sainsbury's and Asda are accelerating investment. The challenge for FIEINEKEN is to also align its strategy to make sure it is growing together with customers. Factors driving e-retailing growth Access to broadband, connection speeds and smartphone usage are all increasing in the UK. Consumers are working ever-longer hours. Shopping online, including home delivery, saves time compared with visiting a store. It also allows spend to be closely managed and controlled, which is extremely important in this economic climate. Online shopper profile Five years ago, the profile of the UK online shopper was skewed towards larger, more affluent households. Today this profile has broadened, which has opened up the online cider and beer category even further. O O 11 11 111 1 I TUsiir World of HEINEKEN Edition 2 2013

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World of Heineken | 2013 | | pagina 20