Heineken has overhauled its Star Retailer loyalty programme, which now has an updated website and a new participation and rewards framework for convenience retailers.
Star Retailer provides category advice to help retailers develop a profitable and trending beer and cider range. It also offers retailers rewards which increase based on their participation in the programme.
The revised scheme provides three reward levels – Star Retailer, Star Plus and Star Platinum. Retailers can unlock a tiered set of exclusive benefits and cash incentives, up to £100 per bimonthly cycle, by stocking and promoting Heineken’s brands – including its no- and low-alcohol alternatives. These include Heineken, Heineken 0.0, Foster’s, Desperados, John Smith’s, Birra Moretti, Cruzcampo, Strongbow, Inch’s Cider and Old Mout. Additional guidance is available from Heineken’s field sales executives.
Retailers can claim the rewards either through their wholesaler account, or through newly launched digital vouchers redeemable through PayPoint. Vouchers accessed via PayPoint will be emailed as a barcode, which participants will be able to scan at any PayPoint terminal. Through this, retailers will be able to claim rewards as cash.
The refreshed website not only has a new look and feel but also provides key resources and support tools to help boost visibility and drive beer and cider sales.
Star Retailer has collaborated with more than 18,000 stores in its 14-year history. Boosting category sales by over 13%, stores in the scheme see an additional £11,000 in beer and cider sales annually, on average.
Participating stores will need to provide an email address, to share updates, offers, and process rewards. RTM ID will also be required, to transfer rewards funds, and enrol retailers onto the scheme.
The Star Retailer scheme is open to both new and existing Heineken customers, with no initial cost to join. Retailers can visit starretailer.co.uk to apply.
