Haribo
Haribo is an iconic German confectionery brand, present in over 100 countries. In France, the brand includes the Haribo Museum in Uzès, an emblematic place that attracts thousands of visitors each year. Haribo wanted to modernize its loyalty program and strengthen customer engagement, both in stores and in museums.
Haribo
Haribo is an iconic German confectionery brand, present in over 100 countries. In France, the brand includes the Haribo Museum in Uzès, an emblematic place that attracts thousands of visitors each year. Haribo wanted to modernize its loyalty program and strengthen customer engagement, both in stores and in museums.
Haribo
Haribo is an iconic German confectionery brand, present in over 100 countries. In France, the brand includes the Haribo Museum in Uzès, an emblematic place that attracts thousands of visitors each year. Haribo wanted to modernize its loyalty program and strengthen customer engagement, both in stores and in museums.
Haribo
Haribo is an iconic German confectionery brand, present in over 100 countries. In France, the brand includes the Haribo Museum in Uzès, an emblematic place that attracts thousands of visitors each year. Haribo wanted to modernize its loyalty program and strengthen customer engagement, both in stores and in museums.
Initial issues
Limited adoption of physical loyalty cards (lost or forgotten).
In-store membership process that is too restrictive, hampering the acquisition of new members. Need for a digital channel to create links and promote loyalty to key events (Halloween, Christmas, events at the Uzès Museum).
Difficulty exploiting customer data in a centralized CRM/marketing ecosystem.
Deployed solution
With The Wallet Crew, Haribo has deployed a digital and dynamic loyalty program, interconnected to its marketing tools.
- Digital loyalty card integrated into Apple Wallet and Google Wallet.
- QR codes in stores and at the Haribo Museum in Uzès for immediate and autonomous membership.
- Integration with Salesforce Marketing Cloud for segmentation, personalization, and automated campaign activation.
- Targeted push notifications sent to recall a voucher, announce something new, or invite to an event.
- Marketing events and contests organized on the highlights (Halloween, Christmas, collection launches), with pass updates and personalized messages sent.
Results
- 30,000 digital loyalty cards added in a few months.
- Over 23,000 purchases triggered as a result of a push notification.
- +€1.7 million in turnover generated by walletised customers.
- Average spend increased by +€10 per walletized user.
- Strong adoption of the program at the Haribo Museum in Uzès, where visitors add their card directly from a QR code.
Key benefits
- Simplified membership, in store and in the museum.
- Increased engagement with automated campaigns in Salesforce Marketing Cloud.
- A fun customer experience that is faithful to the Haribo universe.
- Direct impact on revenue and purchase frequency.
Future Perspectives
Deployment of the wallet model on other European markets. Strengthening seasonal and event campaigns (Halloween, Christmas). Integration of gamification mechanisms and contests directly via the wallet.
“With The Wallet Crew, we have transformed our loyalty program into a powerful digital channel. Thanks to the integrations with Salesforce Marketing Cloud and the activities in our stores and at the Uzès Museum, we engage our customers in a modern, fun and measurable way.”