The Star Retailer programme is to run for three years and covers range, category and merchandising. It aims to make the beer and cider fixture easier for “grab and go” shoppers to use.
The company has launched a trade website, starretailer.co.uk, and aims to run case studies and category education pieces in trade press as well as offering information directly through its sales force.
Issues that will be covered include best-selling products, how to group products in a chiller and the importance of price-marked packs.
Off-trade customer marketing head Doug Walker said: “Star Retailer isn’t anything groundbreaking or new but an evolution of what we’ve been working on in the category for a number of years.
“It’s about Heineken as a whole business being focused on the advice we offer our customers so that we can help bring the overall beer and cider shopping experience for shoppers more in line with the joy of consumption.
“We’re confident that by committing to a three-year programme that offers retailers simple retailing principles, communicated consistently on a large scale, we will help convenience retailers across the UK to maximise and realise the sales opportunity that the beer and cider category presents.”