Heineken
Driving retail sales while increasing bar traffic
Heineken Biertegoed is a loyalty program, built with NeoDay, that links Heineken purchases in retail to draft beer in bars. Consumers enter product codes in the app, earn Beer Credits and redeem them for draft beer at over 2,100 bars. The program has 400,000+ active users, has served over 2 million beers with earned credits, and +15% of its users are buying more.
Heineken, a leading beer brand in the Netherlands, faced two challenges: increasing retail sales while driving more foot traffic to bars. With no direct control over bar spaces, it lacked a direct connection with consumers to influence their choice. Heineken needed a way to gather data, build a stronger consumer connection and strengthen brand preference against competing brands in bars.
From problem to results
The Problem
Heineken needed to grow retail sales and bar visits at the same time, without direct control over bars or a direct line to consumers.
The solution
NeoDay helped launch Heineken Biertegoed: consumers enter product codes from retail purchases, earn Beer Credits and redeem them for draft beer at over 2,100 bars.
The results
400,000+ active users, over 2 million beers served with earned credits, +15% of users buying more, and first-party data on purchases and redemptions.
Heineken Biertegoed loyalty solution
NeoDay developed the Heineken Biertegoed app, a digital platform that rewarded customers for purchasing Heineken products. The app allowed users to enter product codes and earn Beer Credits, which could be redeemed for draft beer at over 2,100 bars. This system incentivized retail purchases while increasing bar visits. By streamlining the process, NeoDay helped Heineken strengthen customer engagement and drive sales across both sectors.
Real-time data insights driving smarter strategies
NeoDay integrated real-time data tracking into the Biertegoed app, allowing Heineken to analyze consumer behavior. The system provided insights into purchase patterns, redemption locations, and customer preferences. This data enabled Heineken to optimize marketing strategies, personalize promotions, and improve engagement. With first-party data, Heineken strengthened customer relationships and increased repeat purchases.
