- HEINEKEN has unveiled HEINEKEN Buying Club and POS Direct, two new tools to help on trade customers reduce costs and prepare for reopening
- HEINEKEN Buying Club offers savings on a variety of services, whilst POS Direct provides point of sale items to help operators reopen safely and encourage on trade visits, fully funded by HEINEKEN
- The two new launches are the latest additions to a series of on trade support measures announced by the pub, cider and beer business
- With the on trade preparing for a July 4th reopening, there has never been a more important time for licensees to review and manage operating costs. HEINEKEN estimates that the average pub could see annual cost reductions of £5,000 through the HEINEKEN Buying Club
HEINEKEN UK has released two new tools to help customers manage costs and safely prepare for reopening. HEINEKEN Buying Club offers savings on a variety of essential and added-value services, while POS Direct provides point of sale items to help operators comply with social distancing guidelines and reopening regulations, fully funded by HEINEKEN.
Following recent launches of The Pub Collective online resource, payment app Swifty and Hello BEER mobile training app, HEINEKEN’s latest tools have been developed to help operators reduce costs and reopen safely.
Pre-lockdown data demonstrated on average, 38.5% annual turnover was spent on operating costs (up from 36.8% in 2017), while trading profit was down from 19.5% to 16.2%[1]. Now more than ever, the need for cost-saving solutions for pubs looking to reopen and resume service is paramount.
HEINEKEN Buying Club
Available to existing HEINEKEN customers via the familiar Heineken Direct portal, the HEINEKEN Buying Club provides operators with savings on a variety of services from leading suppliers. HEINEKEN has personally selected 17 suppliers to offer great service along with better commercial terms than usually found elsewhere on the market. HEINEKEN estimates that the average pub could see annual cost reductions of £5,000 through the HEINEKEN Buying Club.
Utilising the buying power of both HEINEKEN and Star Pubs & Bars, independent HEINEKEN and SmartDispense customers will receive the best negotiated deals, regular updates and new offers free of charge, something no other supplier can offer its customers.
The main benefits to customers include; saving time by reducing the need to negotiate terms with a number of key suppliers, saving money by passing on 100% of the discounts negotiated with key suppliers and driving sales by giving access to a number of suppliers who provide growth driving tools.
The process is simple. Once on the HEINEKEN Buying Club page, customers can view the supplier’s propositions and submit an enquiry form. The supplier will then be in contact directly to process requests. So, whether an operator is looking to reduce costs or invest to boost their business, HEINEKEN Buying Club can help.
POS Direct
POS Direct is a one-stop-shop, easily accessible via the Heineken Direct portal, for licensee’s point-of-sale needs; allowing customers to easily personalise and create POS items for every event and occasion.
In order to help independent operators comply with social distancing guidelines and reopening regulations, the online service is supplying social distancing and sanitisation POS completely free of charge to direct HEINEKEN and SmartDispense customers*.
With all costs being covered by HEINEKEN, operators can order free social distancing POS including floor markers, contactless and mobile payment signage, sanitisation stations, and till and table dividers. Re-opening signage is also available to help outlets inform customers of opening hours, outdoor or table service only, reduced menus and free WIFI.
In addition to free social distancing and safe reopening POS, further items have been developed to help drive footfall, increase dwell time and encourage increased spending for when Covid-19 restrictions have been lifted. All items can be easily personalised to suit individual outlets’ needs and offerings.
POS Direct also has an array of digital assets that can be used across websites and social media. The Social Media Creator tool enables operators to mock-up social media posts simply and efficiently with compatibility across Facebook, Twitter and Instagram.
For extra special and unique events, POS Direct offers a bespoke service, while Scottish premises will also benefit from bespoke tailored POS solutions that comply with the national alcohol laws.
Jerry Shedden, category and trade marketing director at HEINEKEN UK, explains the reasoning behind the new initiatives; “At HEINEKEN we have a role to ensure the on trade opens safely, responsibly and rebuilds consumer confidence. Ultimately we want to see every pub open, trading and thriving. However we recognise that consumables make up only a small percentage of an operators overall operating costs – less than 0.5%[2]. We want to do more than just deliver great beer and cider brands. That’s why, with the launch of the HEINEKEN Buying Club and POS Direct, we believe we can better support our customers to manage their operating costs and rebuild consumer loyalty at this difficult time.”
The HEINEKEN Buying Club and POS Direct are available to new and existing HEINEKEN customers via direct.heineken.co.uk. For operators keen to discover the benefits of trading with HEINEKEN, please call 0344 556 0109.
[1] Source: BBPA Running A Pub 2019. Average operating costs for a pub in 2019, depending on outlet type, size and food:drink trading ratio
* Up to the value of £250 per outlet
[2] Source: BBPA Running A Pub 2019. Average operating costs for a pub in 2019, depending on outlet type, size and food:drink trading ratio