Heineken
•
2024
– 2025
HEINEKEN Categories Portal
How Squadfy helped HEINEKEN empower its strategic partners
Context
HEINEKEN was facing challenges in disseminating knowledge about shopper and consumer behaviors to its strategic retail partners. The absence of a centralized environment made standardized training and partner engagement difficult, directly impacting the organization and visibility of products at points of sale. The need was to create a proprietary digital solution that not only educated but also engaged through exclusive content and a rewards system, transforming partners into experts in the beverage category.
strategy
We developed an approach based on three fundamental pillars: education through exclusive content about beverage categories and consumer behavior, engagement through gamification with a points and rewards system, and practical application with tools for direct implementation at points of sale.
The Squadfy took responsibility for the complete development cycle, from user research to the implementation and hosting of the platform, ensuring a robust and scalable technological solution that met both HEINEKEN's objectives and the needs of commercial partners.
solution
We created the HEINEKEN Categories Portal, an interactive digital platform divided into two main areas. The public access area offers introductory content about the beer universe and other beverage categories, while the restricted area provides personalized development paths, a rewards system with points redeemable for exclusive gifts, practical guides for execution at the points of sale, and a complete library of educational materials. The platform features a responsive interface, personalized dashboards for tracking progress, and a content management system for continuous updates.
Results
EFFICIENT TRAINING
We centralize knowledge about beverage categories on a unique platform, allowing standardized and scalable training for strategic partners.
ENGAGEMENT THROUGH GAMIFICATION
We implemented a points and rewards system that encourages active participation and continuous commitment of users to the platform.
PRACTICAL APPLICATION AT THE POINT OF SALE
We provide tools and guides that enable direct application of knowledge at points of sale, improving the organization of beverage categories.
STRENGTHENED RELATIONSHIP
We have established a direct channel of communication and education with partners, strengthening relationships and increasing strategic alignment.
