Heineken | Merchandise Store
// E-commerce MVP
1 Global Team
Minimum Viable Approach
Find Product-Market fit
The Issue?
Heineken is a brand with fans across the globe. It’s also a main sponsor for some of the most popular sports in the world like:
Formula 1
UEFA Champions League
and the Rugby World Cup
With fans across the globe Heineken spotted an opportunity to bring it’s brand into homes with more than just beer. Of course if you’ve ever visited the Heineken Experience in Amsterdam, perhaps even did the VIP tour, you’ve seen a lot of the products you can take home.
But of course you would have had to visit a very specific location, but Heineken has fans across the globe. So to help them create their own Heineken experience at home:
The Heineken store was born.
Problem, what merchandise were people actually willing to pay for, versus getting it for free and/or winning it?
We had to find product-market fit.
The Solution?
With both an MVP e-commerce platform and an Amazon marketplace approach we ran various campaigns for the product categories.
These included:
Adwords setup
Amazon campaigns
Facebook campaigns
Customizable products
Various affiliate cooperations
Some categories turned out more popular than others, some product received very good feedback in terms of getting it closer to product-market fit.
Eventually we found some categories to be profitable, but the overall result still not satisfying / profitable enough.
The project was later stopped.
Product-market fit, simply was not there in a profitable and scalable format.