Shopper marketing blog

Introduction

In the fiercely competitive beverage industry, standing out on the shelf involves more than just striking designs and impactful displays. Today's consumers seek authenticity and trustworthiness in the brands they select. This is where genuine customer reviews become crucial, significantly swaying purchasing decisions.

Recognising this trend, Heineken launched an innovative campaign for Inch’s Cider, utilising CheckoutSmart’s SmartReputation program to tap into the power of genuine customer feedback. This case study delves into how CheckoutSmart assisted Heineken in transforming ordinary customer reviews into a compelling shopper marketing program, enhancing the brand's reputation and influencing buyer behaviour across Tesco and Sainsbury's.

Images from Heineken materials

The Challenge

Heineken encountered the challenge of promoting its newly launched Inch’s Cider in a market saturated with well-established brands. To set Inch’s Cider apart and make it a preferred choice among consumers, Heineken needed to cultivate a trustworthy brand image that resonated with its target audience. To achieve this, they leveraged authentic customer testimonials to boost the product’s credibility and visibility.

The Strategy

Partnering with CheckoutSmart, Heineken aimed to harness the authentic experiences of real consumers. Central to this strategy was CheckoutSmart’s patented app, which was instrumental in creatively gathering, verifying, and organising shopper reviews.

Implementation: SmartReputation Retail Media support

1. Engaging the Consumer Base: CheckoutSmart launched a campaign targeting selected members from their extensive ratings and review program. These selected members were asked to purchase Inch’s Cider online or in-store and try it in the comfort of their homes.

2. Collection and Syndication of Reviews: After trying the product, members were prompted to write a review through the CheckoutSmart patented app. To maximise the impact and reach of these reviews, CheckoutSmart employed a syndication strategy, posting the reviews across all participating retailer sites, including Tesco, ASDA, and Sainsbury's.

3. Curating the Best Content: Heineken chose the most impactful testimonials once the campaign achieved a guaranteed number of reviews for each SKU. CheckoutSmart then contacted the members to obtain all necessary consents, ensuring that the use of these reviews complied with legal standards and consumer privacy.

The Results

The results of the SmartReputation NPD campaign were exceptionally favourable. Heineken gathered a wealth of authentic, genuine reviews that eloquently highlighted the distinctive features of Inch’s Cider—from its genuine flavour to perfect serving moments. These testimonials offered a rich, relatable story that Heineken utilised to create light-hearted, engaging messages for their marketing materials.

Enhanced Brand Credibility: By integrating real customer testimonials into their marketing strategy, Heineken significantly enhanced the credibility of Inch’s Cider. The genuine reviews were strong social proof, bolstering consumer confidence in the product and influencing purchasing decisions.

Omnichannel Impact: The reviews were displayed across various shopper touchpoints, creating a cohesive brand experience from online platforms to physical store shelves. This omnichannel approach helped maintain a consistent brand message, facilitating a seamless, engaging and persuasive shopper journey.

Marketing Synergy: Heineken successfully combined authentic reviews with other marketing messages to amplify the campaign's impact. This synergy not only elevated the overall appeal of Inch’s Cider but also reinforced its position in the marketplace as a top-choice cider that comes highly recommended by real users.

Conclusion

CheckoutSmart’s SmartReputation Retail Media support provided Heineken with a robust tool to introduce and establish Inch’s Cider in a fiercely competitive market. By strategically utilising customer reviews, Heineken bolstered their brand's authenticity and set a new benchmark in shopper marketing. This campaign demonstrated that the voice of the customer is an invaluable asset that, when effectively harnessed, can lead to remarkable success and distinction in the marketplace.

If you would like to boost your brand's trust with shoppers through more impactful retail media: