Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,400 pubs as part of its Star Pubs & Bars brand and employs around 2,100 people. Its unrivalled portfolio of brands includes Heineken® 0.0, Heineken®, Foster’s, Strongbow, Inch’s Cider, Amstel, Birra Moretti and Old Mout, backed by a full range of niche and specialty brands.
Building a new deal-modelling structure was business critical for HEINEKEN UK
The current platform was no longer fit for purpose; it was not easy to use, wasn’t driving profitable deals, and didn’t provide a seamless purchasing experience for customers. HEINEKEN UK needed to create a scalable solution which would offer long-term sustainability to the company, and provide a bedrock for their growth in the UK.
HEINEKEN UK had a robust brief for their new deal-modelling platform; to provide smarter promotions and pricing models for customers, and to help On Trade teams understand which promotions were most effective for their business.
By ticking both boxes, the platform would support On Trade teams in nurturing new and existing customers to brew more profitable deals and secure sustainable growth. HeiDeal fits the bespoke bill, as the new data-driven, insight-led deal modelling platform.
Working together in partnership, AND led a series of workshops focusing on the delivery roadmap, backlog features, ways of working, stakeholder mapping and key performance indicators.
Requirements were gathered in an iterative way, starting with simple user journeys, building knowledge and the product with time. Business users were involved in defining, developing and testing the product, ensuring user needs were met and value added, through showing business and customer profitability.
AND encouraged moving away from a waterfall approach to using agile methodology, allowing greater flexibility and efficiency. Working in agile allowed the teams to decrease risks by uncovering blockers speedily.
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The chosen tech solution comprises a modern, headless front end, a carefully designed set of consumer-driven APIs, and a separate deal-building engine.
Clearly decoupling these services allowed greater agility and extensibility of the solution for future changes. AND worked in partnership with cross-functional HEINEKEN UK colleagues to synchronise, in almost real time, data pricing conditions from-HeiDeal -to SAP, so that HeiDeal could fully integrate with HEINEKEN UK’s portfolio of data-driven applications.
HeiDeal is ‘recyclable’; its modular design allows it to accept UK-specific pricing conditions, and in the near future to support global pricing conditions that apply to other OpCos (operating companies). Additionally, the consumer-driven API enables an OpCo to add specific functionality on top of the existing blueprint.
The platform also provides improved customer experience, through first point interaction when creating or negotiating deals, and more visibility of customer profitability, based on RSP modelling (retail selling price). It is also built with future scalability in mind, to make it reusable for other global regions.
AND also worked with the HEINEKEN UK team to onboard an offshore team, upskill in tools such as JIRA, and introduce ways of working in effective agile teams.
HeiDeal is a perfect example of how data driven applications, which put the business and its users at the forefront, are a key asset to increase efficiency and profitability - even before becoming an essential tool in the day-to-day life of their users.
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