Accelerating Success: Bringing New Clients to Heineken’s ‘First Pour’

Founded in 1864, Heineken is a Dutch multinational brewing company renowned for its wide range of beers and ciders. With over 2,500 pubs in the UK and countless other establishments serving its products, Heineken is a leader in the industry. In its pursuit of continual improvement, Heineken recognised the need for a more connected and digital approach to client onboarding.

Heineken approached CreateFuture with the vision of enhancing its client onboarding process, aiming to reduce drop-off rates and expedite the journey to that pivotal ‘first pour’. The challenge was to create a streamlined, user-friendly digital experience that would resonate with both Heineken’s account managers and its clients.

The complexity of the client onboarding process at Heineken, encompassing everything from sales agreements to logistics and compliance checks, presented a significant challenge. The existing system was cumbersome, leading to inefficiencies and potential loss of business. The need was clear: a bespoke solution that could simplify the process, support account managers, and improve the overall client experience.

Discover

CreateFuture launched a comprehensive discovery phase with Heineken, delving deep into the company’s needs, goals, and challenges. Through a series of workshops and consultations, we collaborated closely with Heineken’s team to refine their ideas and identify the most promising solutions. This phase culminated in the development of a strategic blueprint for a tailored digital product.

Insight

Understanding the needs of Heineken’s customers was critical. We gathered insights from publicans, account managers, and other stakeholders to inform the design and functionality of the new platform. Testing a prototype with these key users provided invaluable feedback, which was integrated into the development process by our cross-functional team of engineers and designers.

Strategy

The insights gained from the discovery phase led to a clear strategic direction for the project. We provided Heineken with a roadmap that placed the needs of their account managers at the forefront, outlining technical requirements and a detailed development plan. This strategy was pivotal in securing the client’s commitment to the project and a six-figure development budget.

Agility

Given the project’s scope and the need for swift delivery, an agile approach was essential. By sharing our validated prototype and strategic documentation, we built confidence within Heineken’s team, leading to quick approval and project initiation. Our agile methodology ensured the project remained on track, with regular iterations and feedback loops keeping all stakeholders engaged and aligned.

Design & Deliver

The solution developed by CreateFuture transformed Heineken’s onboarding process. The new platform supports account managers through every stage, from initial sales to delivery logistics and compliance checks. By streamlining these processes, we significantly reduced onboarding drop-off rates and enhanced overall efficiency. The platform’s success was recognised with an award at Heineken’s Global Innovation Showcase, underscoring its impact on the business.