m
Local market insight: France
WINNING WITH CUSTOMERS
Illlllllllllll
key selling barbecue lines, Tiger beer linked with
Chinese meal solutions to support Chinese New Year
and Sol paired with Mexican food. Other innovative
ideas have included a combined drinks deal with other
manufacturers. A joint collaboration was run with the
pure-play retailer Ocado and Coca-Cola which offered
a combined drinks deal. These ideas encourage the
purchase of beer and cider online.
Collaborating on new ideas
To make the most out of the growth of the online
channel, HEINEKEN is focusing its efforts on the areas
that will make the biggest difference for our shoppers.
We want to make the online shopper experience as
engaging as it can possibly be. Upcoming trends in the
UK, such as 'click and collect,' will continue to open up
the sector. We are committed to exploring the category
for our customers and our consumers.
'Drive' and collect channel dominance
In France, e-retailing has been driven by a consumer
need for convenience. In contrast to other markets, home
delivery only represents a small share of online market
spend. Instead, the 'drive' and collect channel dominates.
This solution allows consumers to shop online then collect
their goods from a dedicated pick-up point.
The convenience of online shopping
Customers can shop whenever they want, saving time
compared to going in-store. By comparing prices between
retailers they can look for the best deal and, crucially, can
precisely monitor spend. Online shoppers are typically
affluent and value their leisure time. They want to avoid
shopping at the weekend.
O O
World of HEINEKEN Edition 2 2013
