Case Study: Heineken boosts customer engagement with relevanC

HEINEKEN and relevanC combine segmentation data to boost customer engagement

Heineken, one of the world's largest alcoholic beverage groups, sought to re-engage a lapsed audience of customers who had not purchased their products for over a year. Partnering with relevanC, they aimed to combine their first-party engagement data with retailer loyalty data to identify and target this valuable segment for a campaign.

relevanC implemented a solution that cross-referenced Heineken’s data with the loyalty customer base of retailer GPA. This created a hyper-targeted Retail Media campaign for World Hamburger Day, focusing on two key segments: recent buyers and the disengaged shoppers. The results were significant, with 20% of conversions coming from customers who hadn't purchased beer at GPA in over a year. The campaign also drove a 22% increase in purchasing frequency, a 19% rise in average purchase amount, and a 45% growth in the average spend of buyers for the matched audience.

Heineken

Isabela Fagundes

Digital Commerce Coordinator