Although category management and merchandising commonly are associated with shelf resets and assortment rationalization, for White Plains, N.Y.-based HEINEKEN USA, it is much more than that. The global beer company works to thoroughly understand its consumers’ beer-drinking occasions while building relationships with retailers that will drive long-term, sustainable customer loyalty, says Vikas Satyal, senior director of category development.
“Today there is a greater opportunity to understand beer consumption occasions and how they link to an overall path-to-purchase,” Satyal says. “We have taken steps to better identify these occasion opportunities. If we can build a platform or program for a retailer that is occasion-driven, everyone wins: category, shopper, retailer and supplier.”