Club BeerTender: loyalty
website
Customer: Club BeerTender
ISM eCompany has realized a CRM based website for Club
BeerTender. With this website Heineken has the possibility to
personally approach her customers through digital media.
Club BeerTender is an extensive online loyalty program of
Heineken which offers users of the ThuisTap (Home Beer pump)
special privileges and discounts on all kinds of events and
BeerTender gadgets. They also have a chance to win personalized
prices with the codes on their casks of beer. ISM eCompany designed
the interactive website with a shop and system for keeping track of
the prizes, thus helping the new marketing strategy of Heineken
come to life.
Club BeerTender members can profit from discounts and
privileges on BeerTender equipment and gadgets like a tap knob, a
skimmer and an apron. Besides this, club members can win prizes
that vary from tickets to football matches and musical events, to
flying a Tomcat jet fighter. That this approach has proven
successful can be seen in the numbers. One month after its
introduction the number of registrations had already passed 15.000.
ISM eCompany realized the technical side of the website, such as an
automatic registration and ordering process. This process has been
fully automated and is easy to manage.
Personal program
The BeerTender program is aimed at preventing the BeerTender
equipment ends up not being used regularly. It is important to tune
the discounts, privileges and prizes to the personal wishes of the
members. Besides name and address information, new members also
input how many casks they buy every month, what type of BeerTender
they use and for instance which football club they are fan
of.
Customer Relationship Management
The
launch of Club BeerTender is an important step toward Customer
Relationship Management. To further professionalize these steps,
ISM eCompany is developing a link between the back office of the
BeerTender website and Microsoft Dynamics CRM. Thus ensuring
Heineken can offer personalized service to her consumers.