Star Retailer set to cash in with updates to Heineken scheme

Heineken Star Retailer logo

Heineken has updated its award-winning Star Retailer scheme, in line with retailer feedback from exclusive him! research.

For the first time in the scheme’s history, Star Retailers will earn cash rewards which can be awarded instantly by the sales team. The e-vouchers can be spent in the retailer’s chosen route-to-market and extra rewards can be earned for maintaining an off-shelf display unit and sharing EPOS data by email. These rewards, combined with free stock and POS, means that Star Retailers can earn rewards of up to £1,000 per store per year.

However, Star Retailer’s biggest reward is the ‘Three Steps to Profit’ advice which can increase cider and beer sales by at least 12% and sales by £5,500 per average store per year. The steps, which cover Range, Category and Space, are available at

The Gold level of Star Retailer has become more aspirational, five times more reward points than Bronze, helping to inspire more retailers to deliver great Cider & Beer retailing standards. By dedicating space to the fastest-selling brands, retailers maintain availability and avoid missing out on potential sales. New Star Retailer category management guides are also being distributed to every store in an effort to support retailers in reaching this Gold standard.

Dan Robinson, Trading Director for Wholesale and Convenience at Heineken says; “Being a Star Retailer means more profit and improved cider and beer standards for the convenience channel, the rewards are simply the icing on the cake.”

Research carried out by Heineken found that 96% of Star Retailers believe their beer and cider range has improved since becoming a Star Retailer, while 83% of Star Retailers have seen sales increases across the store as a whole since joining the scheme.

Richard Campbell, Wholesale Category Development Manager, revealed that the number of stores involved with Star Retailer was up 33% while there was even more contact with retailers. “There’s been updated collateral and an enhanced communications programme,” he said. “We had a fantastic year. Star retailers grow sales by 12% so we’ve added £13m to the category. In 2015 it will work the same way. Three steps to profit – range, category, space. It’s a simplified message with a faster and better reward. More profit into your till. We’ve listened to retailers and we’ve made the rewards element a lot easier.”