Heineken’s latest insights have introduced a powerful new guest segmentation model, helping venues understand the consumer path to purchase and experience like never before. What percentage of your guests are single-venue visitors versus multi-venue explorers? What does that mean for your outlet – and how should you adapt to meet their needs?
Join us to uncover actionable strategies that align with real consumer behavior so you can optimize your offer and keep guests coming back for more.
Key takeaways:
- Behavior-led segmentation beats demographics. Instead of relying solely on age or income, Heineken focused on real-world behavior – how guests move, choose and spend. This gives a far richer picture of intent and opportunity.
- Data that drives action. The research wasn’t just about insight; it was about what to do next. By linking segmentation to practical strategies (e.g., menu tweaks, staffing, promotions), the data becomes a tool for growth, not just a report.
- Think beyond your four walls. Understanding whether guests are single-venue or multi-venue visitors changes the game. It forces businesses to consider the whole occasion journey, not just what happens inside their outlet.
Known for her collaborative approach and clear communication, Serena thrives on making complex market dynamics simple and actionable. Her focus? Building category strategies that not only hit the numbers but also create value for guests and customers alike.
When she’s not shaping category plans, you’ll find her championing innovation and keeping an eye on emerging trends – always ready to turn insight into impact.
