The client is a leading German FMCG wholesaler with a net annual turnover exceeding €1 billion. They specialize in wholesale and distribution through a network of 10 locations across Germany. A core aspect of their operations is the management of approximately 28,750 vending machines, providing broad access in public and semi-public spaces. The company collaborates with convenience stores, gas stations, and other businesses to ensure consistent product availability. Recently, they expanded into the B2C market, enabling direct consumer engagement.
Key challenges
- Struggling to identify a cost-effective approach to develop and iterate on a loyalty program without significant upfront costs.
- Effectively engaging customers on a newly launched e-commerce platform.
- Struggling to attract and retain customers in a crowded FMCG market due to time and budget limits.
Why Voucherify?
When the client entered the B2C market, they needed an effective way to engage and retain customers. They sought an API-first loyalty engine that could integrate with Shopware, their e-commerce platform. Voucherify quickly became the top choice, offering robust, well-documented APIs, flexible campaign modules, and cost-effective, usage-based pricing – ideal for their early-stage project and the need for low-cost experimentation.
“Voucherify is the most cost-effective loyalty engine on the market. We saved over €20,000 in licensing fees alone.”
Integrating Voucherify and Shopware with Strix DE
The client worked closely with Strix DE and Voucherify team to integrate a point-based loyalty program, referrals, and vouchers in Shopware through a bespoke implementation. The integration of Voucherify with Shopware was completed in just one month, using APIs to link both platforms.
"If you have a Shopware store and choose Voucherify – by far the best loyalty engine out there because it lets you do everything you need – go with Strix. Especially in the German market."
The project initially focused on establishing a point-based loyalty program. However, the scope quickly expanded to include referrals, vouchers, customer and product data synchronization, and Klaviyo integration. Remarkably, all of this was achieved without missing deadlines, thanks to Vouchery’s modular building blocks.
Strix continues to support the client's ongoing development with B2B expansion planned for later. With just a single team member managing the daily performance of Voucherify, Strix DE remains on hand to assist with any adjustments or future integrations as needed.
Winning the crowded FMCG market with personalized loyalty, referrals, and vouchers
The client aimed to launch a comprehensive promotional strategy, refining it based on customer feedback as they go. A standout feature of this approach was a point-based loyalty program, the first of its kind in their industry.
Customers are automatically enrolled in the loyalty program when they create an account and can immediately start earning points. Points are rewarded for actions like registering, subscribing to newsletters, and placing orders. Members can redeem these points to pay for products or, soon, exchange them for rewards from external partners like Amazon gift cards.
To comply with German product return laws, the program uses pending points, delaying their allotment until the return period has ended. Additionally, personalized messages in the shop and a loyalty wallet in customer accounts make it easy for members to track their activities and rewards.
To boost memberships, the client also introduced a referral program. Each customer receives a unique referral code, displayed in their account. When a referee uses the code, the referrer earns loyalty points, and the referee is rewarded with a voucher.
Using a mix of Shopware’s custom logic and Voucherify’s metadata and validation rules, the client can differentiate between products eligible for loyalty and promotions and those that are excluded, flagging orders ineligible for the program and ensuring compliance with local regulations.
Managing loyalty data and messaging with Klaviyo
The client relies on Klaviyo as the primary platform for customer data management and personalized messaging. Shopware acts as the bridge between Voucherify and Klaviyo, enabling the seamless exchange of loyalty and promotion-related data.
When a new customer registers, they receive a welcome email, followed by personalized updates that dynamically display their current loyalty point balance. These targeted messages keep customers engaged and informed about their loyalty journey. Klaviyo also handles referral code distribution and voucher flows.
Strix DE played a pivotal role in integrating Shopware data into Klaviyo, including insights from Voucherify. This custom setup tracks key events in Klaviyo, enabling granular customer segmentation. With all relevant data centralized in Klaviyo, the client can easily create new engagement flows enriched with loyalty, referral, and promotional data, without extensive technical effort.
Voucherify oversees high-level promotions using segment- and order-based validation rules, while Klaviyo manages detailed customer segmentation, ensuring highly personalized engagement and messaging.
By choosing Voucherify, the client saved over €20,000 in licensing fees in just the first year. This cost-effective solution provided robust promotional and loyalty tools while also supporting future growth.
The client plans to expand their loyalty program to marketplaces like eBay and Amazon, reaching a wider audience. They’re also exploring ways to integrate their brick-and-mortar B2B stores into the loyalty system, with the potential to create tailored loyalty programs for those locations – all managed through Voucherify.
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