-

Heineken Star Retailer

Heineken

Vital Statistics

Client:

Heineken UK

Services Used:

In-Store Merchandising

Strategy & Planning

Field Sales Management

Merchandising & Planograms

Display & Point of Sale Implementation

 

The Brief

Heineken, renowned for their world leading portfolios of cider and beer brands tasked us with achieving maximum sales in the off-trade category and achieving excellence in in-store execution for Heineken UK.

This campaign focused on the Star Retailer scheme, which we originally helped develop and implement almost 10 years ago.The scheme - designed to engage, educate and support by driving category executional standards on range, layout and space - rewards retailers with up to £300 per year per store for those who consistently execute the Beer, Cider and Ale category well, both in the form of increased category sales and the Star Retailer rewards scheme.

One of the key challenges that Heineken wanted to overcome in store was closing the gap in the beer and cider category knowledge and supporting Convenience retailers in driving their sales in this category.  Education around shopper missions and occasions were key to helping retailers do this

The Activity

Convenience selling has been at the heart of our operation for over 20 years. We utilised our vast experience and expertise in this channel to create a successful strategy and structure, whilst also working closely with HUK in shaping the team, creating a best in class toolkit and setting and achieving high targets, focusing on:

Driving category sales at the chiller:
Ultimately, the outcome of our strategy sells more, both for Heineken and for Convenience retailers. Star Retailer helps retailers overcome the issue of over ranging, focusing on the core products and embeds the right innovation and NPD. Our team helps retailers maximise the value from their premium chiller space by supporting them with category information and merchandising, which has been evidenced in increased incremental sales and share for HUK and retailers alike.

Excellence of Execution
Executing in-store activation is a key path to purchase and incremental sales. During 2017 we saw the field team support and execute an exciting Heineken activation calendar in stores. This was also supported with strategic new product launches which saw NPD sited onto shelves at pace!

Dave Thorpe, National Field Sales Manager at Heineken gave us some fantastic feedback on our Star Retailer performance:

“We have successfully partnered with McCurrach in the Convenience channel for the last 10 years, and in that time, they have supported and lead our Star Retailer programme with Convenience retailers, successfully building and maintaining engagement in our Star Retailer scheme, distribution of our core SKUs, executional standards and market share in the channel.”          

The Results

3.9% share of sales increase for HUK in relayed stores

3.9% share of sales increase for HUK in relayed stores

6% increase in share of

Average 6% increase in share of space for HUK products in Star retailer stores 

Over £1.5million incremental sales in the first quarter

Over £1.5million incremental sales in the first quarter