Refresh for retailer loyalty rewards programme
DRINKS giant Heineken UK has relaunched its retailer loyalty programme Star Retailer by introducing a new participation and rewards framework for users.
The new iteration of the loyalty scheme will provide retailers with three reward levels that will allow them to unlock a tiered set of exclusive benefits and cash incentives of up to £100 per bimonthly cycle.
Kicking off from April, retailers who stock and promote Heineken UK’s wide range of beer and cider brands – including low- and no-alcohol alternatives – will be able to unlock these tiered levels for the chance to bag rewards through the programme, with assistance from their field sales executive.
Retailers can claim the rewards either though their wholesaler account, or through newly launched digital vouchers redeemable through PayPoint. Vouchers accessed via PayPoint will be emailed as a barcode, which participants will be able to scan at any PayPoint unit.
Along with this, the newly reimagined Star Retailer website will also act as a gateway tool for information for convenience retailers who are looking to access key resources and support tools to help boost visibility and drive their beer and cider sales.
Sarah Romain, national field sales manager for off-trade at Heineken UK, said: “We are thrilled to relaunch our Star Retailer scheme with a fresh approach that reflects the evolving needs of convenience retailers.
“We’ve worked closely with our retailers partners to redesign the programme, ensuring it provides valuable, tailored support to help them grow their beer and cider sales.
“2025 is set to be a huge year for beer and cider in convenience. Retailers have an excellent opportunity to grow sales by stocking up on best-selling and much-loved brands which align with the trends we’re seeing in the market – including the growth of moderation, and consumers’ increased interest in discovering new drinks, with depth.
“Along with new rewards, exclusive benefits and an easy-to-use website, we’re proud to invest in helping our retailer partners demonstrate excellence in beer and cider retailing for this year and beyond.”
