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Heineken’s Star Retailer programme has increased sales in independent shops by £24m in two years.
Launched in 2012, the Star Retailer reward scheme has been built around three key areas of focus: range, merchandising and space.
Premier retailer Dennis Williams (top) said: “I thought the fundamentals of the scheme were very good. It helped me focus on the slow selling SKUs that were taking up space and sales in my chiller, particularly on cider. I get to grow my sales and get rewarded from Heineken as well.”
Meanwhile, Londis retailer Raj Aggarwal (right) saw double digit growth across the beer and cider category after joining the programme.
For 2014 and beyond, Heineken is increasing the number of retailers supported by its sales reps to cover 25% of small licensed stores in the UK. There will also be a Star Retailer communications package featuring Twitter and an upgraded website.