New Heineken e-commerce site for licensees


Heineken laptop

Cider and beer company Heineken has launched an e-commerce website to help licensees with ordering and to provide business advice.

They can use Heineken Online to quickly and easily manage and pay for orders 24 hours a day as well as manage invoices, credit and balances. They can access a range of exclusive online promotions offering free stock and point-of-sale materials when placing a set number of orders.

However, they can also draw on the site’s business advice, such as the Sell More section which features expert merchandising advice tailored by outlet segment to generate revenue growth and footfall.

It includes advice on how to market your outlet, interactive fridge planners, draught dispense advice and more, offering tips on how to maximise seasonal sales and make the most of the opportunities in the cider and beer categories.

The site also has a news section with details on new product launches and market updates as well as interviews with licensees to showcase tried and tested advice.

Users will be able to access an on-call help function for any issues they experience while online. As well as FAQs, the section will include a feature for licensees to log any issues and request a call back from the Heineken team.

Lawson Mountstevens, managing director-on trade at Heineken, said: “Our latest research shows that 70% of licensees now use online tools for business on a daily basis and, with over half of licensees making business purchases online and nearly three-quarter of these purchasing items out of hours, the new website provides licensees with a flexible and functional way of doing business.”

It has been developed for Heineken’s on-trade customers and for licensees within its own leased estate Star Pubs & Bars.

Lawson added: “Heineken Online offers a 24-hour-a-day user-friendly ordering service that will help our independent free trade customers and Star Pubs & Bars lessees run their business more efficiently whilst providing unrivalled levels of support and advice to help drive footfall and sales.

“Heineken Online is much more than an internet ordering service. The site has been built on the foundation of extensive customer research and feedback.

“The new website will remove some of the previous complexities of ‘doing business with Heineken’ and help unlock the huge sales opportunities that the cider and beer categories present.

“By offering an innovative way of engaging with licensees at times when they are most receptive, we can provide our customers with a one-stop-shop for all their cider and beer needs, offering them round-the-clock flexibility and ultimately help boost sales and profitability.”

While Heineken Online will replace existing online ordering sites Barbox and the previous Heineken Online with immediate effect, the launch will not impact on the service provided by the company’s First Point on-trade call centre.


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