Consumer club for food manufacturer
Company
The company, headquartered in the northwest of Germany, is one of Germany’s largest family-run businesses with global operations. Its core business is food production.
Objectives
It was the client’s intention to reposition baking as a modern, socially “hip” activity among young consumers while increasing product turnover and inspiring brand loyalty among its club members. The company needed a partner who could deliver a reliable end-to-end implementation of their CRM strategy.
arvato has provided several services to the client and the operation of its consumer club for twenty years now. Members pay an annual membership fee and in return receive six issues of an exclusive club magazine including the latest recipes from the company’s test kitchens, free samples and special discounts on selected products.
Solution
- Strategic and operative consulting
- Dispatch of club magazine and free samples
- Development and implementation of a CRM IT system
- Data and address management, analysis and reporting
- Creation of direct marketing campaigns, print and lettershop activities
- Service centre, individual customer correspondence
- Accounts receivable management
Success
Thanks to arvato CRM und Loyalty Solutions, the customer was able to attract a large number of new young members to its club and successfully increased the average membership duration.
Our reliable services help create highly satisfied and loyal club members. A thorough analysis of the data of approximately 120,000 club members gave the company access to valuable customer insight regarding consumption habits, consumer preferences and buying behavior. Continuous development of the food manufacturer’s CRM strategy such as the consumer club has been a decisive factor in the sustained success of the club and increased brand identification.
