Ministerium für Ernährung, Ländlichen Raum und Verbraucherschutz
Baden-Wurttemberg
Kernerplatz 10
70182 Stuttgart
Website: External link to the authority
Strategies for supra-regional customer loyality for fruit and vegetable products from BW
Fruit and vegetables from Baden-Württemberg have many regional focal points, some of which are protected as geografical indications (PGI). In addition, there is the quality mark and the organic label BW. For regional producers, however, there is an increasing challenge of achieving a high level of customer loyality for their products in order to maintain market share competiveness. This requires innovative concepts to strengthen product loyality and willingness to pay. The aim of the projekt is the joint development of a toolbox that collects and evaluates measures and methods for customer loyality to regional fruit and vegetables. Aswell as innovative digital strategies for regional marketing and makes them availible for low-threshold implementation in the resprectice growers and cooperatives. Possible synergies and interactions with certifications with certifications and audits should also be taken into account in order to optimize the profiling of domestic products with regard to the desired customer loyality.
Results and the Final report will be found here, as soon as the project is completed.
In the toolbox to be developed, both well-known measures for direct customer loyalty (lectures, tastings, guided tours, bonus campaigns) and innovative digital strategies for regional marketing (e.g. geo-marketing in social networks) are to be bundled and made available to the companies in BW for low-threshold application. The project is carried out in a customer-oriented and collaborative manner; experiential knowledge is integrated by means of dialogue forums. The measures for customer loyalty are scientifically evaluated with regard to their possible use for fruit and vegetables from BW. The toolbox also shows how certifications and audits can contribute to the profiling of domestic products with regard to the desired customer loyalty and can be optimized. Synergies are to be expected, for example through the improved use of digital technologies to provide information about domestic production methods in gastronomy or tourism.
Rural development 2014-2020
Baden-Württembergischer Genossenschaftsverband e.V.
Heilbronner Str. 41
70191 Stuttgart
Phone: 0711 222 13 1431
Email: Ute.Bader@bwgv-info.de
2022
ongoing
356,653
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