New routes to the stars

BEER and cider supplier Heineken has updated its Star Retailer merchandising and incentive scheme, after  receiving retailer comments  from HIM research.


For the first time Star Retailers will earn cash rewards which can be awarded instantly by the sales team and extra rewards can be earned for off-shelf displays and data  sharing.

The firm says its ‘Three Steps to Profit’ advice, available at, can increase cider and beer sales by at least 12% and sales value by £5,500 per average store per year.