Revitalising retail relationships

STRATEGY:

Heineken's relationship with its major retail partners was 'poor'. Interaction between Heineken Key Account Manager's (KAM's) and retail Category Directors had been limited to one or two phone calls per year.

Collaboration simply wasn't happening and many opportunities were missed.

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OUR SOLUTION:

We recommended 'Category Development Workshops' at the Heineken HQ in Amsterdam: Data, insights, market trends and best practices are shared by ten countries in Western Europe. All Heineken's major retail partners attend.  

We also travel through Europe supporting the KAM team by reporting on feedback from retailers who 'test' activities in each of their retail venue types before they are rolled out nationally.

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We are not at liberty to discuss specific results.