As sales are mostly driven through resellers and distributors, world’s most valuable beer brand HEINEKEN® did not always have sufficient insights into outlet sell out data. Until now.

By building a smart data-sharing platform in the native stack of Microsoft Azure, our digital agency enabled HEINEKEN EMEA Export to make data-driven decisions on stock and demand planning data derived from our distributors and partners combined and mapped with our internal data. With a little help from Artificial Intelligence (AI). By transforming different data files shared by multiple outlets seamlessly into a readable standard format, HEINEKEN EMEA Export can get a firm grip on sales data and channels that used to be a black box before.

Seamless data integration, handled with the greatest of care

Data integration is seamless thanks to the simple process of sending uploads via email, which are automatically incorporated into the workflow. The uploading process was purposely not built in AI, allowing customers to retain control and diligence over their data.

The cleaning takes place before product linkage, showing an understanding of the diversity of outlets that may not follow the standard structure. The ITL process is fully adapted to different capabilities, with the dynamic model ensuring that no anomaly slips through the cracks. Regardless of the variation in columns, time zones, and the level of maturity of the files submitted.

Data cleaning and understanding the complexity of various files with different maturity levels have led to a dynamic model that, with the help of AI, significantly reduces the complexity of product mapping. The aim is not only to reduce duplication and errors, but also to gain valuable insights into what sells and what does not, enabling strategic decision-making and targeted deployment.

Up-to-date information available at marketeers’ fingertips

The scalable solution includes three different environments - development, acceptance, and production - allowing for a structured and controlled implementation. An important aspect of its success is the close collaboration with the customer of HEINEKEN EMEA Export, identifying the relevant use cases for specific customers.

HEINEKEN EMEA Export is now able to also share the data customers have provided back to them; helping them to gain better insight in their own situation. Within just a few months, the tool has already successfully connected 4 HEINEKEN outlets, planning on reaching 10 this by the end of 2024, enabling a seamless exchange of information. The latest data is now always available, which is possible thanks to the application of advanced AI technology. Helping HEINEKEN enhancing efficiency, reducing manual labor, and enabling more strategic decision-making. Cheers to that!