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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.
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World of HEINEKEN Edition 2 2013
