Understanding online shopper behaviour
In the UK, HEINEKEN conducts a number of surveys,
working with our customers to better understand the
online channel and gauge how effective various trials
have been. We know there is a lot that can be done with
the cider and beer category to achieve the same success
of other categories online, such as baby or frozen food.
Challenges for online shopping
It can be harder for consumers to see what they're
buying online. To overcome this, HEINEKEN in the UK
launched improved product images across retailers'
websites in 2012. These make it easier and quicker
for consumers to see that they're purchasing exactly
what they want. Other drinks manufacturers have
since followed this merchandising approach, which
demonstrates that our commitment to the channel can
help raise the bar across the category.
Making the virtual beer and cider shelf more
engaging
Consumers don't always enjoy shopping for cider and
beer online. We have invested time in bringing the
category to life. In the UK, HEINEKEN has developed a
number of collaborations with retailers, including a new
landing page on Tesco online called 'Discovery Beer and
Cider.' This allows shoppers to experiment within new
product areas through, for example, clearer signposting.
Working with our customers and thinking differently
about e- merchandising means shopping the category
can become more engaging.
Beer and food: perfect partners
In the UK, HEINEKEN has worked with our customers
to create reasons to purchase. Linking food and beer
is a simple solution online where there are no space
restrictions. Ciders and beers have been linked to
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