HEINEKEN NOW
DRIVING ONLINE BEER SALES
Website: now.heineken.com
Client: Heineken USA
I was brought on to help Heineken structure their data capture and understand the opportunities for driving purchase of their brands in online marketplaces.
Leveraging a partnership with Drizly and Minibar we created a marketplace that allowed users to place orders and get beer delivered to their door while defining processes and protocol for Heineken to better understand the integration of data platforms in their own web properties.
RESULTS FROM MY EFFORTS
After one year of testing, improving and optimizing.
REMARKETING
Brand teams are now implementing processes for UTM tracking, segmentation capture and funnel analysis from documentation we’ve created.
LOCATION CAPTURE
A key issue was getting users to supply a location address, with continual testing we were able to improve location input by 20% over what partner marketplaces could get.
EMAIL CAPTURE
We proved email as a powerful channel for Heineken by showing it as the second highest converting and lowest cost channel on the site. Brands are now beginning to build their lists.
UX PROCESS
Heineken has seen so much value in the efforts of UX process they are adding the discipline to their Innovation group, which we are helping them understand how to find, train and integrate that function.
BEFORE
Single branded site with no value proposition
AFTER
Multi-brand marketplace led by occasion based messaging
USER DEFINITION
Leveraged internal insights, analytics data, website feedback and external consumer information to generate site personas and drive requirements.
SEO OPTIMIZATION
Through the creation of a content strategy we worked with brand teams to collect content to create and improve site organic search volume and drove organic orders.
COMPONENT DEFINITION
We set the features requirements for a CMS that can run dynamic campaigns based on location inputs.
NEW DIGITAL INSIGHTS
We established the tracking methods to understand site performance and drop off points that could allow for weekly insights in order to pivot the site direction.
WANT TO WORK WITH ME?