Mieloo & Alexander

The Dutch Heineken Experience is innovating its merchandise store for an extraordinary customer experience. Key player, Mieloo & Alexander, equipped the popular public attraction with its RFID solution, improving inventory accuracy and making self-checkout easier than ever. 

Heineken Experience

The Heineken Experience is a popular tourist attraction located in Amsterdam, Netherlands. It is an interactive museum and brewery tour that provides visitors with a glimpse into the world of Heineken, one of the world's most well-known beer brands.

During the tour, visitors can learn about the brewing process, from the selection of high-quality ingredients to the bottling and packaging stages. Visitors can sample different varieties of Heineken beers and learn about the nuances of their flavors and brewing styles. They can also learn how to pour the perfect pint of Heineken under the guidance of experienced staff. The Heineken Experience is known for its lively and interactive atmosphere. At the end of the tour, visitors can relax and enjoy a complimentary Heineken beer in the bar area, which offers a panoramic view of Amsterdam.

The Heineken Experience Shop is a retail store located within the Heineken Experience attraction in Amsterdam. It offers a wide range of Heineken-branded merchandise and products for visitors to purchase as souvenirs or gifts. The Heineken Experience Shop offers visitors a chance to take home a piece of the Heineken brand and extend their connection to the brewery beyond the museum experience.


The customer journey

At the start of 2022, Heineken Experience set out to create a brand-new merchandise store with the primary goal of offering an impressive customer experience. Working closely with Mieloo & Alexander, the former brewery implemented an innovative self-checkout and adopted a fully-automated, RFID-based inventory management system based on the ARC Cloud platform 

The newly introduced RFID tags on every item, which employees can print on-demand in combination with invisible RFID gate allow Heineken Experience to track the movements of every item in store, in any process from goods receiving till customer sale. Implementing the ARC Cloud platform, also enabled Heineken Experience to replace it's traditional checkout with a digital self-checkout process, for which Mieloo & Alexander partnered with Prestop, the Benelux's largest manufacturer of order kiosks, information kiosks, touch tables, and touchscreens. Finally, RFID and abled handheld scanners reduce the time it takes for Heineken's team to take stock from days to minutes. At the exit of the store RFID EAS gates check if all items have been paid before they leave the store. 

With ARC Cloud, Heineken Experience has been able to create a magical, self-checkout experience loved by its customers. 

RFID total solutions

Mieloo & Alexander has over 20 years of experience in Supply Chain, Logistics, Fashion and Apparel Retail. Since 2003, when UHF RFID technology was first introduced, the company has focused on improving and innovating business processes by providing both consulting and hands-on AutoID/RFID integration. Mieloo & Alexander designs, builds and implements standard, configurable RFID track & trace and inventory management solutions, complete with RFID tags, gates, handheld scanners and real-time inventory insights. Its solutions enable customers to automate data collection, streamline business processes, make data-driven decisions and achieve operational excellence. Most of Mieloo & Alexander's employees work from its headquarters in Hoofddorp, the Netherlands. From there, the company serves a multinational client base in Western Europe with rollouts in the U.S., Canada and Asia Pacific. 

Customer succes case Heineken Experience