Success story: Heineken
Heineken is one of the leading drinks brands in the UK with Heineken, Amstel, Sol and Birra Moretti within their portfolio. The company also own several hundred leased and tenanted pubs under the brand 'Star Pubs & Bars'.
The problem
Heineken wanted to better understand the customers who visited their pubs and learn their habits, but they didn’t have a database of pub-goers to use. They also wanted to promote their drinks offerings to guests in-venue to increase affinity with the Heineken brand.
Our insights
Wireless Social offers a solution called Perks, where drinks brands can sponsor the Wi-Fi in venues and send vouchers with drinks offers to targeted guests based on their demographic and drinking habits. We saw that when guests got a voucher for a drink via Perks, there was an average opt-in rate of 80% and a 56% redemption rate of the drink.
Our solution
Heineken sponsored the Wi-Fi into several well-known pub and bar brands, and as such were able to collect demographic data about their guests for analysis purposes, and trigger timely, relevant vouchers to guests in-venue to increase loyalty to their drinks. Right person, right place, right time.
