Heineken USA Taps Insights to Maximize Sales Opportunities
There isn't a one-size-fits-all approach to category management. Each retailer and each region presents its own opportunities and challenges. For Heineken USA (www.heineken.com), the way it best provides value to retail partners is by understanding their daily challenges and goals. "As consultants, we aim to monitor category performance, identify opportunities and deliver solutions to improve business results," says Larry Gray,senior category manager, Heineken USA.
But not too long ago, Heineken USA was challenged to deliver insights and solutions to retail partners in a timely manner based on its wealth of commercial data, including Nielsen, household panel and internal sales data. Its primary methods of delivery were via e-mail and its Web site. Both were time consuming, inefficient and put a strain on internal processes. In addition, Heineken USA had been adding store-level data from Wal-Mart, Kroger, 7-Eleven and more retailers to its repertoire for the past few years. "This additional data would put additional pressure on any company's ability to manage the information efficiently and share insights in a timely manner," says Gray. "Heineken USA was no different."
In 2007, the company chose to deploy DataAlchemy software from alqemyiQ (www.alqemyiq.com) (formerly Kenosia Corporation) to help analyze data, including retailer-specific, point-of-sale data. Heineken USA's first big win using the tool came when it developed an automated business review for field sales teams. The business review was initially a concise, 10-page presentation covering volume trends and share performance for two sales markets. But based on its success, these two markets quickly grew to eight and the file's 80 pages took roughly six hours to complete.
After spending several hours on a one-time set up of data pulls, DataAlchemy now provides monthly updates to field sales teams in more than 400 geographies. "Using DataAlchemy, our team can easily customize the reports for the specific markets and time periods they need," says Gray, who also reports that Heineken USA reduced the amount of update time by roughly 70 percent.
Next, a new project using DataAlchemy is in the works to evaluate promotion performance. "We're looking to simplify the process and create more ownership within each region," says Gray.
Process Definition
At Heineken USA, category management means providing value to its retail partners by understanding their unique daily challenges and goals.
Company at a Glance
Heineken USA is a subsidiary of Heineken International NV and the nation's premier importer of beer brands.
Product Portfolio
Popular brands include Heineken Lager, Heineken Light, Amstel Light and Newcastle Brown Ale.
Data Challenges
Inefficient tools and processes prohibited Heineken USA from collecting and managing a wealth of data and presenting local insights to employees and customers in a timely manner.
Words of Wisdom
"As new technologies are rolled out, provide training in a variety of ways. The most important thing to keep in mind is that change takes time." --Larry Gray, Senior Category Manager, Heineken USA
Sales Success
Automated business reviews now provide field sales teams with monthly updates to more than 400 geographies, reducing the amount of update time by roughly 70 percent.