Star Retailer Brochure

Star Retailer Brochure
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Contents
Grow your sales by 12%
Getting your range right
Make it easy for your customers
Make the most of your xture
Star Retailer Success
Rewarding Star Retailers

V1
Become a Star Retailer
Appendix
www.starretailer.co.uk
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Grow your sales by 12%*

Following key category principles of Range, Category and Merchandise can drive your sales by 12%
These key steps make it easy for your customers to nd what they want and make a purchase. They also help to minimise lost sales and out of stocks.
*Star Retailer Loyalty Scheme test in 240 convenience stores October 2010 to 2011
V1
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Get your range right

Make sure you stock the products shoppers want to buy:
The top 10 beer and cider products account for 34.2% of total category sales so make sure they are always in stock.1
Stella Artois 4x500ml
Fosters 4x500ml
Carling 4x500ml
Fosters 8x440ml
Carlsberg 8x440ml
Stella Artois 4x568ml
Strongbow 2l
Strongbow 4x500ml
John Smiths Extra Smooth 4x440ml
Guiness Draught 4x440ml
If shoppers cant nd what they want they will switch to a top brand as a replacement, so its important that the key brands are always in stock.
80% of sales for the whole category come from just 72 products.
Make sure these focus on the top brands and these alone will meet the needs of shoppers in a small store.2 If you have too many products in your fridge, it makes it hard for customers to nd what they are looking for quickly. 30% of lost purchases are due to customers not being able to nd what they want.2
1 IRI 29 October 2011, Total Impulse exc. Co-op & other Specialists, value sales. 2 Source : HIM Convenience report 2010-2011 The Stella Artois images featured belong to Anheuser-Busch InBev SA. The Carling images featured belong to Molson Coors Brewing Company (UK) Limited. The Carlsberg images featured belong to Carlsberg A/S. The Guinness images featured belong to Diageo Ireland.
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Ensure you give top brands more space than the smaller brands
V1
Making sure the top sellers are clear to see on the shelf, with enough space too is so important. It stops them running off sale and makes it easy for customers to nd what they want Price-Marked Packs are also great as my customers know they are getting a good price. They sell really well, better than the plain packs.
Lucy Calland (Shop Manager, Devon)
ST R TIPS
Shoppers love Price Marked Packs. They show they are getting a great deal and really stand out on shelf. They also sell faster than non-price marked packs and help to drive shoppers to return to your store again.
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Make it easy for your customers

Make sure it is easy for shoppers to nd the product they want:
30% of lost sales are due to customers not being able to nd what
they want. Putting similar products next to each other makes it easier for your customers to nd what they are looking for. Over 60% of shoppers are loyal to the format of the drinks they buy. Separating cans and bottles make it even clearer for your customers to nd what they want.
Source: TNS Worldpanel
BOTTLED Ale
BOTTLED Cider
BOTTLED Lager Singles BOTTLED Premium & World Lager Multipacks
RTDs
BOTTLED Cider CANNED Cider CANNED Ale & Stout
CANNED Premium Lager
CANNED Standard & Value Lager
Flow
Most people buy lager & cider at the same time, so make sure they are sited together.
Source: Kantar Panel Data 2011
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Put similar products next to each other to make it easy for your customers to nd what they want.
Merchandise cans and bottles apart to make it easy for customers to see what they want
ALES AND STOUTS
CIDER
ER LAG
V1
I was really surprised what a difference it made when we relayed the fridge. Its easier to keep stocked and sales have gone up. Its so much easier for customers to see what they want.
Nick Cordon (Shop Manager, West Yorkshire)
ST R TIPS
17% of shoppers to independent stores leave the beer and cider chiller without making a purchase so make sure its easy for them to nd what they want.
Source: Heineken Shopper Research 2010
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Make the most of your xture

Display your products to reect what shoppers are buying.
Put key brands in high visibility positions to act as signpost.
BOTTLED Ale
BOTTLED Cider
BOTTLED Lager Singles BOTTLED Premium & World Lager Multipacks
RTDs
BOTTLED Cider CANNED Cider CANNED Ale & Stout
CANNED Premium Lager
CANNED Standard & Value Lager
Shoppers want to buy the favourite brands they know and trust so make sure you put the top brands as clear signposts to the category.
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Make sure top products are prominent in their block to guide customers to that type of product
Avoid putting similar coloured products next to each other so each product stands out
Put top products on more facings than slower sellers to maintain stock and make it easy for customers to nd what they want
ALES AND STOUTS
CIDER
LAGER
V1
Making your fridge easy for customers to shop is so important. It can make a big difference to sales and to keeping fast sellers in stock. Putting similar products together and never putting products on less than two facings are two really simple things that make a big difference to customers sales.
Kav Bains (Shop Manager, Nottingham)
ST R TIPS
30% of lost purchases are due to customers not being able to nd what they want.
Source: HIM Convenience report 2010-2011
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Star Retailer Success

Following the key principles of Range, Category and Merchandising can grow your sales by 12%*:
Top brands missing Huge range with lots of slow sellers Cans, bottles and packs randomly displayed Similar products in different locations No clear signage
All top brands stocked Key brands in key positions Similar products blocked together Clear vertical blocking PMP and clear SELs
*Star Retailer Loyalty Scheme test in 240 convenience stores - October 2010 to 2011
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Supporting key brand events with in-store activity and additional displays is a great way to drive additional sales.
Earn bonus points
by siting key promotions off shelf, ask your Territory Manager for more details.
V1
ST R TIPS
Siting POS to highlight promotions can give an incremental category increase of 5% to 10%.
Source: HEINEKEN in the UK research.
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Rewarding Star Retailers

Each time we visit we will award points based on the 4 star levels below:
Earn Bronze Reward by:
Making sure you stock the products shoppers want to buy.
Minimum 2m chilled deck Include core Heineken UK range appropriate for chilled xture space
100 points awarded during sales visit

Earn Silver Reward by:
Getting the right balance of products on shelf.
Achieve Star Range (Bronze) level plus: All beer, cider, ale and alcopop products merchandised together in line with category recommendations (Lager - minimum of 60%, Cider - minimum of 22%, Ale & Stout - maximum 8%, Alcopops - maximum 5%. Target for Lager & Cider combined to take 87% share of chilled LADs space.)

Earn Gold Reward by:
Great merchandising to make the most from your xture.
Achieve Star Category (Silver) level plus: Shelves merchandised to match your relevant planogram Correct share of space and packs for specied Heineken brands

Earn Star Retailer Reward by:
Consistently excelling on the rst three categories.
Achieve Star Merchandising (Gold) level in three consecutive months to be a Star Retailer
CCL1063_Star_Retailer_Sales_Sheets_no_com_AW_A.pdf
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STAR RANGE
Get your range right to satisfy your shoppers and your sales.
1
*Core range may change by fascia group and chiller size. Your territory manager can confirm the range.
100 REWARD POINTS
Make sure you always have the core range* available.

Everyday Cider Modern Cider Standard Lager Premium Lager
Ale and Stout
Strongbow 4x500ml
Bulmers Original 568ml
Fosters 4x500ml
Kronenbourg 1664 4x500ml
Strongbow 8x440ml
Bulmers Pear 568ml
Fosters 8x440ml
Heineken 4x330ml
Bulmers No 17 568ml
Fosters Gold 6x300ml
Do not over range your chiller as it makes it hard for customers to find what they want.
30% of lost sales are due to customers not being able to find what they want.
*Source: HIM 2009-2011
MAXIMUM NUMBER OF PRODUCTS BY Segments Lager Cider Ale Alcopops 2m to 2.75m 34 16 7 6 3m to 3.75m 56 22 11 7 4m to 4.75m 67 24 11 8
CCL1063_Star_Retailer_Sales_Sheets_no_com_AW1_B.pdf
06/01/2012
12:36
STAR CATEGORY
Layout your products to make it easy for customers to find what they want.
30% of lost sales are due to customers not being able to find what they want* 1
200 REWARD POINTS

Fosters 4x500ml and 8x440ml
Heineken 4x330ml
Bulmers Original, Pear and No17 568ml
Strongbow 4x500ml and 8x440ml
Silver (Maximum number of chilled products by category) Category Lager Cider Ale Alcopops 2m to 2.75m 28 13 6 5 3m to 3.75m 44 19 9 6 4m to 4.75m 60 21 9 6
30% of lost sales are due to customers not being able to find what they want (HIM 09-11)
Make it easy for your customers to find what they want by putting similar products together.
Make sure you give enough space to the key categories to help maintain availability.
Lager Cider Ale and Stout FABs Minimum 60% Minimum 22% Maximum 8% Maximum 5%
Cider
Lager
Give your chiller a logical flow. Make sure you put all ciders together then all the lagers.
CCL1063_Star_Retailer_Sales_Sheets_no_com_AW1_C.pdf
06/01/2012
12:30
STAR MERCHANDISING
Layout your products to make it easy for customers to find what they want.
1
300 REWARD POINTS
Fosters 4x500ml and 8x440ml
Heineken 4x330ml
Bulmers Original, Pear and No17 568ml
Strongbow 4x500ml and 8x440ml
MAXIMUM NUMBER OF PRODUCTS BY 2m to 2.75m 22 11 5 4 3m to 3.75m 36 15 8 5 4m to 4.75m 49 16 8 5
Make it easy for your customers to find what they want by putting similar products together.
Make sure you give enough space to the key categories to help maintain availability.
Minimum 65% Minimum 22% Maximum 8% Maximum 5%
Segments Lager Cider Ale Alcopops
Lager
Cider
Lager
Cider Ale and Stout FABs
30% of lost sales are due to customers not being able to find what they want (HIM 09-11)
Give your chiller a logical flow. Make sure you put all ciders together then all the lagers.
Make sure the top brands are always available by ensuring they have enough space to maintain stock levels.
Minimum
Share of Lager Space 12% 6%
Share of Canned Ale Space 25% 22%
Share of Cider Space
3%
3%
27%
10%
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Collect your points to claim a variety of rewards:

200 points
200 - 500 points
x24
500 - 1200 points
x48
x8
1200 - 2200 points

V1
Over 2200 points
For Star Retailer Rewards Terms & Conditions, please see back of brochure.
Full list of reward prizes available on-line at www.starretailer.co.uk
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Become a Star Retailer

We will visit regularly to check your performance and agree next steps.
We will award points based on the 4 star levels:
Bronze Silver Gold
There will also be some opportunities to earn bonus points during the visits.
For Star Retailer Rewards Terms & Conditions, please see back of brochure.
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Getting Started Checklist

Complete sign up form Complete chiller survey: - what do you stock and where is it displayed Create a plan for your shop with your Territory Manager: - best products to stock - merchandising - promotions Start working on the agreed plan
V1
Earn Rewards
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Appendix
Planogram & Range Matrix Progress Sheet List of Rewards How to Claim Your Rewards Terms & Conditions Filing Pocket
(use this to store your Star Retailer leaets & statements)
Fosters Strongbow
V1
Heineken Bulmers Kronenbourg 1664 John Smiths
Star Retailer Rewards
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...............................................................................................................................
Rewards
Product (NB Minimum order quantity 4 cases)

.................... ..................................................................................................
Item
Points 200 200 200
Foster's 6x4x500ml cans Strongbow 6x4x500ml cans Heineken 6x4x330ml NRB
...............................................................................................................................
Branded
.................................................. ..................................................................................................
Item
Points 200 900 1100 1100 1200 250 1100 400 500 1100
Foster's Banner Foster's Pack of 48 Pint Glasses Foster's A-board Foster's Staff Uniform (8 garments) Strongbow A-board Strongbow Banner Strongbow Staff Uniform (8 garments) Strongbow Pack of 24 Pint Glasses Heineken Pack of 24 Olympic Glasses Heineken Staff Uniform (8 garments)
Your text goes here
...............................................................................................................................
Business Building
................................................ ..................................................................................................
Item
Points 1800 2000 3200 3400 4000 4200 4500 8300
HP Officejet All-in-One - multifunction

(fax / copier / printer / scanner) (colour)
Kenwood Microwave Oven Samsung Commercial Microwave Pukka Pie Warmer Dyson DC25 Multi Floor Bagless Vacuum Cleaner Toshiba Netbook Blackberry Tablet 16GB Store room chiller
(for keeping bottles cool before stocking the shelves)
Star Retailer Rewards
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...............................................................................................................................
Rewards
Electrical
............................................................................................. ..................................................................................................
Item
Points 400 400 450 500 550 650 750 1300 1300 1400 1500 1700 1900 1900 2000 2100 2200 2500 2900 5300
PHILIPS Electric Blender Philips 2-Slice Toaster - White Philips Cordless Electric Kettle Sony Walkman 4GB Steam Iron Russell Hobbs Mini Electric Hob - Stainless Steel Russell Hobbs Filter Coffee Maker - Stainless Steel Kindle DAB radio Sony Walkman 8GB Nikon Coolpix - Digital camera Blu-ray player TOMTOM XXL Classic GPS Sat Nav X-Box Kinect (does not include X-Box 360) Samsung Galaxy S 3.6" Multimedia Player - 8GB, Black Sony Wireless Dock for your iPod & iPhone - Black Microwave / grill Wii games console X-Box 360 Samsung 32" Full HD LCD TV
Visit www.starretailer.co.uk for the full, up to date list of rewards including make, model and size information.
NB. Not all items listed are shown & designs may vary from the illustration. All are subject to availability. Please refer to Star Retailer Rewards terms and conditions.
Star Retailer How to Claim
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Checking your rewards statement or claiming your Star Retailer Rewards is really simple
...............................................................................................................................
1 Log on to
www.starretailer.co.uk Run the mouse over the Star Retailer Rewards Tab and click
2 Enter your Outlet ID &

Postcode. You will nd these on your welcome letter and any communication we send you.
Keep this information secure as it provides access to your Star Retailer rewards page
3 Once logged in you can

choose to see your latest statement and claim rewards.
Items ordered will be delivered to your shop within 28 days
See Terms and Conditions for full details.
Customer help line: 01454 270 592 email: rewards@starretailer.co.uk Open 9am to 5pm Monday to Friday
Star Retailer Progress
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Progress
With your Territory Manager, use this sheet to document your progress on the scheme & remind you of actions needed to improve the range, layout & merchandising of your chiller.
...............................................................................................................................
VISIT 1
LEVEL
NO LEVEL
DATE:
ACHIEVED
ACTIONS NEEDED:
VISIT 2
LEVEL
NO LEVEL
DATE:
ACHIEVED
ACTIONS NEEDED:
VISIT 3
LEVEL
NO LEVEL
DATE:
ACHIEVED
ACTIONS NEEDED:
Star Retailer Progress
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VISIT 4
LEVEL
NO LEVEL
DATE:
ACHIEVED
ACTIONS NEEDED:
VISIT 5
LEVEL
NO LEVEL
DATE:
ACHIEVED
ACTIONS NEEDED:
VISIT 6
LEVEL
NO LEVEL
DATE:
ACHIEVED
ACTIONS NEEDED:
VISIT 7
LEVEL
NO LEVEL
DATE:
ACHIEVED
ACTIONS NEEDED:
VISIT 8
LEVEL
NO LEVEL
DATE:
ACHIEVED
ACTIONS NEEDED:
CCL1070_Fosters_Sum_Sheet_AW2.pdf
22/12/2011
09:21
AVAILABLE in a Price Marked 6pk to show value to your customers
AVAILABLE in Price Marked packs to show value to your shoppers.

Fosters Gold brings together the UKs No1 Standard Lager brand and a premium, bottled product* Fosters Gold is the 2nd most stocked premium bottled 6pck in Convenience** Fosters Gold is one of the Top 20 LADs*** Fosters Gold is on-track to sell 30million bottles within 6 months of launch***
The UKs No1 Standard Lager*

Brand value sales of over 100m MAT* Fosters MAT is growing at +3.7% v the market - 4.4%**. Fosters shoppers are buying more often +19% - more than any other standard lager***
* ***
75% of Fosters Gold sales are from totally new buyers into the category****
IRI 52wks to 3.9.11 **IRI 8wks distribution w/e 29.10.11 IRI Volume share of LADs w/e 29.10.11 ****Kantar Worldpanel latest 16wks to 27.11.11
**
***
IRI Impulse exc CoOps & other Specialists to w/e 29.10.11 IRI Brand Share Summaries. Off-trade 29.10.11 Kantar Worldpanel. Total Off-trade. 52w/e 27.11.11
Heineken UK Limited is a member of The Portman Group promoting responsible drinking
CCL1070_Strongbow_Sum_Sheet_AW.pdf
21/12/2011
14:44
The UKs No1 Cider*
AVAILABLE in a Price Marked 8pk to show value to your shoppers
No 5 brand in total LAD category**
4x the size of nearest competitor**
Strongbow shoppers buy more often then any other major cider.***
Strongbow invest more in the cider category than any other cider brand by over 1.7million****
Continued brand support for the drivers of the cider category young adults, through music links, festival activity and support.
**
***
IRI Total off trade value sales MAT to 29.10.11 IRI Total Impulse Value MAT to 9.7.11 Kantar Worldpanel, total off-trade to 5.9.1 **** Mediavest NMR data Sept 11
CCL1070_Heineken_Sum_Sheet_AW.pdf
21/12/2011
16:14
24.5% more people drinking Heineken1
Impulse sales growing at +10% value and +12% volume2
Consumers who are drinking whilst socialising are those driving the premium lager category.* - Social drinkers prefer bottled premium lagers*
Heineken NRB value and volume sales have grown by over +300%2
No1 Premium Lager TV spend3
Sponsorships have successfully grown both volume and value sales4 - Continued sponsors of UEFA Champions League - Official Lager Beer of 2012 Olympic & Paralympic Games
*Davies McKeer Lance Research Oct 2010
1. Kantar Worldpanel Total Off-trade 52 w/e 27.11.11 2. IRI Impulse exc Co-Ops and other specialists to 29.10.11 3. Millward Brown May 2011 4. SIG Off trade excl other specialists 52 w/e 11.6.11
CCL1070_Bulmers_Sum_Sheet_AW1.pdf
21/12/2011
15:05
Bulmers is the No2 Modern Cider in Convenience1
Bulmers is in both value and volume growth2
Almost a quarter of spending on Bulmers is totally new to the category3
28% of value growth for total cider has come from non Original variants4
Bulmers No17 is the No1 Flavoured Cider5
60% of sales of Bulmers No17 are from bringing in totally new buyers to the cider category6
Bulmers Limited editions have successfully brought in totally new buyers into the cider category7
6. Kantar World panel 52 w/e 2nd Oct 11 7. Kantar World panel Purchase.
1. RI Impulse excluding Co-ops and Other Specialists 29/10/11 2. IRI, Total Off Trade, value sales, 52 w/e 1st Oct 11 3. Kantar 12 wk to w/e 2.10.11 4. IRI : Total Cider, Total Off Trade Excl Other Specialists, value sales MAT to 4th Sept 2011 5. IRI Total Off-trade volume sales latest 12 weeks to 29.10.11
CCL1070_Kronenbourg_Sum_Sheet_AW1.pdf
22/12/2011
09:08
The Worlds No1 French Lager*
3rd biggest premium lager sku in Impulse**
Growing by 13% in value and 9% in volume in the off-trade***

Social drinkers are growing the premium lager category. They prefer premium bottled beers****
Supported by multi million pound marketing investment
**
***
Carlsberg Group Corporate website 2011. Canadean volume data Dec 2011 IRI w/e 3rd September 2011 IRI Off-trade exc specialists 12 wks to 29.10.11 **** Davie McKeer Lance research Oct 2010
NOW AVAILABLE in a price-marked 6 pack to show value to your shoppers
CCL1070_JSmiths_Sum_Sheet_AW1.pdf
21/12/2011
14:47
AVAILABLE in a Price Marked 6pck enhancing shopper confidence in value
The UKs No 1 Ale Brand*
Now over 50% of traditional canned ale sales*
4x440ml alone accounts for 20% of traditional canned ale sales*
John Smiths brand is bigger than Boddingtons, Tetleys and Caffreys combined*
10 times more marketing investment than any other traditional canned ale brand**
High profile sponsorships including the world famous John Smiths Grand National
**
IRI Value data, Off-trade exc Specialists to 29.10.11 Mediavest 2011 The trade mark rights and copyright for Boddingtons belongs to Anheuser-Busch InBev SA. The trade mark rights and copyrights for Tetleys belongs to Carlsberg UK Ltd. The trade mark rights and copyrights for Caffreys belong to the Molson Coors Brewing Company.
Star Retailer T&Cs
20/12/11
15:31
Page 1
Terms & Conditions

...............................................................................................................................
1. Instructions and details within the Star Retailer Rewards promotion literature form part of the terms and conditions and participants are deemed to have accepted them. 2. Offer only open to invited UK independent & Symbol Group retailers aged 18 or over who allow McCurrach Territory Managers (TM), acting on behalf of Heineken UK Ltd, to regularly audit and grade their alcoholic drinks displays from 1 January 2012 to 31 December 2012 against the criteria set out within the Star Retailer Rewards promotional literature. 3. Retailers will be awarded points at the end of each visit in respect of how well they achieve the required criteria. Points are awarded as follows: Star Range (Bronze level; 100 points), Star Category ( Silver level; 200 points), Star Merchandising (Gold level; 300 points), Star Retailer (400 points) & Bonus Points (100 points). Retailers failing to meet the required criteria will be awarded zero points. Points can be exchanged for free stock and other business supporting rewards. Points will be added to the retailers account no later than 14 days after each TM visit after which time they will be available to make a claim. The decision of the TM is nal and binding and no correspondence will be entered into. 4. The promoter reserves the right to cancel or amend this promotion due to events arising beyond their control, or in the case of abuse, remove a retailer from the scheme and recover the cost of any rewards awarded. 5. The promoter is not responsible for any third party acts or omissions. The decision of Heineken UK Ltd shall be nal and legally binding. 6. Heineken UK Ltd is not responsible for the availability of products through a retailers normal supply chain required to meet specied criteria. 7. Retailers may only take part with the consent of their employer. 8. In the case of any retailer leaving the outlet or the retailer ceasing to trade any unused Star Retailer Reward points will be null and void. 9. The descriptions and details of the items featured are given for guidance only, although care has been taken to keep them as accurate as possible. 10. Reward claims to redeem points accumulated will be fullled with the items illustrated in the Star Retailer Reward literature or on the website www.starretailer.co.uk using the relevant amount of points as set out. The list of rewards is correct at time of printing; updates will be published on the website. Claims can be made on-line, by email, by telephone or via the TM. No fractions of points will be available for redemption of lesser quantities & all items must be delivered to the address registered on the scheme. Amendments to product ranges by suppliers means that we reserve the right to supply similar items of equal or greater value, or alternatively withdraw any item at any time without notice. If, due to unforeseen circumstances, we are unable to supply any of the items specied, nor recommend an alternative, you will be contacted and advised to reselect. There is no cash alternative to the items on offer and part payment for rewards is not possible. The points have no cash value. Points are only valid for the retailer to whom they have been awarded. 11. Please allow 28 days for delivery of your Rewards from the date you place your order. 12. Where deliveries of Rewards are received from the nominated carriers, they should be checked and then signed for as proof of receipt. 13. Goods signed for cannot be the subject of any further claim for non or part delivery. 14. Participation could affect your tax liability - if in any doubt please check with your tax advisor. 15. Any queries relating to the promotion should be made via your McCurrach TM or the Star Retailer Reward helpline on 01454 270592. 16. Rewards can be claimed at any time until 31st January 2013 at which time unused points will become void. 17. All information contained in promotional literature was believed to be correct at the time of printing and we cannot be held responsible for any errors due to information supplied by third parties or otherwise outside our control. 18. Promoter: Heineken UK Ltd, 2-4 Broadway Park, South Gyle, Edinburgh, EH12 9JQ

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Getting your range right

Make it easy for your customers

Make the most of your xture

Star Retailer Success

Rewarding Star Retailers

Become a Star Retailer