Case Study: The Krombacher-Fan-Shop, Both a Profit Center and a Brand Asset

With the new fan store and the e-commerce framework’s integration into the digital platform, we created a true brand asset for Krombacher. By purchasing products in the Krombacher Fan Shop, the brewery’s customers can express their brand loyalty. And they do — the digital shopping experience, seamlessly embedded in the brewery's digital brand world, has been extremely well-received. In its first year alone, the store saw sales increase by over 60 percent. The conversion rate of 7 percent further demonstrates how attractive the offers are for the brewery's site visitors. In addition, successful search engine marketing and social media advertising show that the store is ideally suited as the first digital touchpoint of a Krombacher Brewery digital brand experience.