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Heineken launches Star Rewards for on-trade

Thursday September 4, 2014 at 4:36pm
Heineken has launched an innovative loyalty scheme which rewards on-trade operators with points that can be exchanged for items such as e-readers, cinema tickets and vouchers. Heineken Star Rewards uses 2D matrix codes printed on the outer cases of products including Heineken, Sol, Desperados, Bulmers and Old Mout. Using location based technology, the codes can be scanned using iOS or Android devices on delivery, and 10 points are awarded for each case. Created in collaboration with shopper marketing agency whynot!, the scheme is the first of its kind in the UK and it is hoped will increase distribution, trial and loyalty amongst customers. The technology has taken over two years to develop and demonstrates Heineken’s commitment to on-trade customers. To get started, outlets owners and lessees register at www.heineken.com/rewards and then download the Heineken Star Rewards app via Apple Store or Google Play. Andrew Turner, category and trade marketing director, on-trade at Heineken says: “Heineken’s premium packaged portfolio volume is growing at over 24%, with new brands added all the time that we want to get in front of our customers. We needed a mechanic to encourage customers to stock our range and to reward our loyalists, and Heineken Star Rewards does just that. It enables us to gather valuable customer data and drive loyalty with significantly reduced risk.”
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