Together with Merkle, the German organic food retailer is accelerating its digitalization and moving closer to new and regular customers.
Alnatura is an organic food retailer with its own organic markets and around 1,300 products under the Alnatura brand. Since the company was founded in 1984, Alnatura has been selling organically produced food and textiles in retail stores and drugstores under the Alnatura brand.
The big challenge for Merkle has been to offer people another way to connect with Alnatura through professional digitalization. The customer base, which according to a persona analysis consists largely of regular customers and environmentally conscious customers, is to be picked up by the tailored user area "Mein Alnatura" and in this way customer loyalty is to be strengthened.
What looks familiar is easier for the customer to assimilate. Therefore, Merkle relies on a standardized state-of-the-art solution from Azure AD B2C for the integration. The authentication program requires only minimal conversion of the existing system landscape. We don't make any compromises when it comes to usability and clarity - the entire "Mein Alnatura" customer area is easy to use thanks to a convenient user flow. The high level of usability pays off on both the backend and the frontend. As a result, customers find it easier to use and are happy to use the service.
The new customer connection area allows customers to create a profile, change passwords, register for the newsletter, and delete their account in a simple and user-friendly way. They can decide for themselves what data they want to share - transparency and a sparing use of data are very important to Alnatura.
Probably the most interesting functions, however, are those that allow users to collect their favorite recipes and categorize them into thematic areas, and to register for product tests and birthday packages. This gives them a direct influence on the products. This not only strengthens customer loyalty - Alnatura also gets to know its customers better and can use the insights gained to develop its products.