Leading private brewery

Responsibilities

• Improving customer communications
• Launching a customer club

Customer

The company is one of Germany’s leading private breweries. Its brands are among the country’s biggest-selling and most popular premium beers, not least because of the company’s high brand recognition and the brand’s strong positioning in relevant target groups.

To strengthen customer loyalty, the brewery has set up a customer club that provides members with a magazine, invitations to unique events, personalized mailings and exclusive offers from partners. They can also collect the club’s own bonus currency as part of consumption, market research or campaigns. They can exchange this currency for attractive prizes or buy exclusive merchandising articles in a Web shop.

The club contributes proven support to the company’s positioning in the market and helps customers form an emotional bound with the brand. The club also supports the sales department in the acquisition of new food and beverage venues.

arvato services helped the brewery design and outfit the club in 2005. It has been assisting with its introduction and operation since 2006. The success of the working relationship is reflected in the number of page views of the club’s Web site – it now has just about as many hits as the company’s official site does. Continuous monitoring programs also reveal the club’s success as reflected in the form of members’ increased shares of responses and activities.

To ensure that the customer club remains a long-term success, arvato services draws on its extensive value-creation chain. The benefit for the customer: The brewery can receive all services for the customer club from a single source and then concentrate on its core business.

Central activities

• Providing CRM consulting
• Performing project and customer management
• Developing and operating an IT system, including debtor management
• Running a bonus system
• Setting up a Web shop
• Handling data and address management
• Delivering print and lettershop services
• Operating a service center
• Providing warehouse service