Best practice: new customer acquisition & customer profile analysis

Mövenpick Weinland GmbH is one of the leading importers and suppliers of high-quality international wines. The company traditionally attached great importance to care of regular customers. That was now to be changed and the focus shifted to acquiring new customers.

Following an analysis of business with new customers, Mövenpick Weinland GmbH determined that the hoped for increase in the number of new wine buyers had not taken place over the course of the past few years. The wine merchant therefore wanted to invest in acquiring new customers.

Solution:

A new customer concept was developed together with the sales team from Deutsche Post. Customer profile analysis with microdialog was the first point of emphasis, making it possible to identify and approach the ideal target group in two subsequent mailing campaigns. In addition, the wine merchant's customer database was cleansed and enriched with the help of our address management service. The results obtained in the first campaign enabled further fine tuning of communication in the second mailing and utilization of address selection.

• Both dialog marketing campaigns yielded excellent response numbers.
• Sales increased for Mövenpick Weinland GmbH.
• The company acquired many new customers.
• The wine merchant conserved its own resources.