Potential analysis of wine clubs as a customer loyalty tool in direct sales

An investigation using the case study of a Palatinate winegrowers' cooperative

This bachelor's thesis examines the potential of a wine club as a retention tool based on a customer survey conducted among customers of Weinland Königbach. In order to avoid a revision of direct sales, customers must be tied to the company in the long term.

A loyal customer base is extremely important for a company to achieve economic success. Competition is particularly fierce in the luxury food sector, which includes winegrowing businesses. Winegrowers must therefore endeavor to retain their customers.

The supplier has a wide range of options available to retain customers. The best known are customer cards and customer clubs. With a customer card, users are not so strongly tied to the company.  If they do not buy from the provider, they are not disadvantaged by any loss of money or similar. Nevertheless, they are attracted by offers and savings with the card. Another option is a customer club, in this case a wine club. For a monthly fee, participants receive a certain amount of wine from the winery/winemakers' cooperative throughout the year. Customers can also use the club's services.

Wine clubs are interesting for the wine industry because they are not yet very widespread. They offer the winery the opportunity to gain new customers in this way. However, very few customers are willing to pay a monthly fee, even if it means they have an additional benefit. Free customer cards therefore offer a better way of attracting customers and retaining their loyalty to the company.