The Dutch lager brand is aiming to tap into Facebook's 560 million active users, and its own fanbase of nearly 1 million on the site, to build a profitable retail operation.
The store will offer Heineken-branded clothes and merchandise, but Floris Cobelens, manager of global digital media at the brand, plans to encourage its Facebook fans to tell it what to sell.
Why not give them the chance to decide what they want to buy he asked.
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