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Heineken
Revitalising retail relationships
STRATEGY:
Heineken's relationship with its retail partners was 'low touch' Interaction between Heineken KAM's and retail Category Directors had been limited to one or two phone calls per year.
Collaboration simply wasn't happening and opportunities were missed.
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OUR SOLUTION:
We created 'Category Development Workshops' at Heineken HQ in Amsterdam: Data, insights, market trends and best practices are shared by ten countries in Western Europe with all Heineken's major retail partners.
We also travel through Europe supporting the KAM team by getting up to date feedback from retailers on promotional success stories - and failures.
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We are not at liberty to discuss specific results.
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