The business segment "Mövenpick Wein" of Mövenpick Schweiz AG examines the structure of a consumer club with the aim of acquiring and retaining customers in Switzerland.

In a first step, five best practices are selected and analyzed in order to identify their key success factors of their consumer club business model. The investigation is supported by marketing literature about consumer clubs, customer acquisition/retention, and loyality marketing. The desk research is supplemented by interviews conducted in Mövenpick wine cellars, porviding information about customer preferences and desires about a Mövenpick consumer club.

The overall goal of the consumer club is to provide real and perceived value to its members which will then contribute positively to customer acquisition and retention. Consequently, improving Mövenpick Wein’s brand loyalty. Community building, as the main driver, will support the achievement of the above-mentioned goals. To differentiate the wine club from market competitors, Mövenpick Wein ought to remain committed to its high-quality standards and uniqueness. This is the reason why the customer segment should account for the main target group of a prospective wine club. The target group consists of individuals with a predilection for wine and the motivation to enter a club where members are able to share their knowledge and bind with the community. The following elements for a Mövenpick Wein club have been identified: - Paid memebership - Special offers for members (wine pile, welcome gift, birthday gift) - Exclusive events - Personalized suggstions, offerings, and discoutns (personalized marketing)