Heineken is unveiling the details of its ‘Spread Your Holiday Cheer’ retail program in plenty of time for grocery, c-store and liquor retail partners to plan for big 2011 holiday sales.
Heineken’s multi-channel ‘Spread Your Holiday Cheer’ program offers adult consumers convenience and value and provides the mobile portal through which they can capture and share their special holiday moments with family and friends. The program, that runs October through December, includes channel specific offers and incentives (where legal) to encourage consumers to enjoy Heineken and Heineken Light while increasing retailer profitability during the year’s most critical selling period.
“It is no secret that consumers spend more on entertaining during the holiday period and beer is an important part of shopper’s holiday baskets,” said Andrew Freeman, trade marketing manager, Heineken USA. “With the explosion of mobile technology, shoppers are increasingly motivated to leverage their mobile devices to make their shopping experiences easier and more enjoyable while adding value to their purchase. Our 2011 Holiday program has been built around mobile technology that provides shopping ease with the ability to personalize and share holiday moments while encouraging them to enjoy the refreshing taste of Heineken and Heineken Light.”
Heineken’s ‘Spread Your Holiday Cheer’ program plays into the values of the Heineken consumer who wants to enjoy authentic experiences and share them with friends and family. Through a proprietary mobile app, accessed by scanning the JAGTAG code technology on Heineken’s Holiday POS, shoppers have immediate access to images, recipes and e-card greetings they can share with friends through social media outlets. In addition, shoppers can take advantage of high value cross merchandising offers on products that have a strong cross purchase index with import beer including: fresh or hot food items; ice; soft drinks; Stolichnaya Vodka (in participating outlets). Grocery offers include a recipe from famed chef Spike with a call-to-action, for shoppers to download the Heineken Holiday app, to find more great recipes.
“Heineken Holiday sales momentum starts in November and continues to build through the end of the year resulting in as much as a 150% lift in cases on promotion during the last week of December (according to Nielsen data for the eight weeks ending Dec. 31, 2010),” added Freeman. “Our ‘Spread Your Holiday Cheer’ program provides retailers with the tools and flexibility to drive up their higher margin Heineken sales and promote what is important in their store, while reaching consumers with added value and convenience through technology that is relevant to their lifestyle. It’s a win for everyone.”
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