Heineken – Engagement at Fixture

Heineken wanted to understand customer impact of changes to the beer and cider area in two different convenience store brands. The changes made to the stores included new chiller units, signage, lighting and revising the layouts in the beers and cider areas.

Impacting changes at the fixture

We did quantitative, pre and post store exit interviews with customers who had visited the beer and cider area during their visit that day to understand any shift in customer views following the changes.

Our research provided detail on awareness of changes, ease of shop, customer enjoyment and engagement with the fixtures. The research also played a major part for Heineken in deciding which elements of the new designs may be invested in by them, how they could be applied to other convenience stores as well as gaining leanings to put forward for large store formats.

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