Together with Merkle, the German organic food retailer is accelerating its digitalization and moving closer to new and regular customers.

Alnatura home page

At a glance

  1. 01The challengeIncreasing competitiveness through professional digitalization
  2. 02Our approachHolistic consulting, hands-on mentality and prototype testing
  3. 03The resultA user-friendly customer profile that strengthens customer loyalty
  • Sector

    • Retail & consumer goods
  • Disciplines

    • Strategy
    • Conception
    • UX & Design
    • Technical implementation
    • Project management / Agile workflow
  • Year

    • 2021
  • Tech Stack

    • Azure AD B2C (Identity Access Management)
  • Services

    • Fullservice
    • Experience Platforms
    • CRM & Customer Loyalty
    • Data Sciences
    • Digitales Marketing

The challenge

Speeding into digitalization

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.

Our approach


The technical environment is designed to scale. This allows Alnatura to integrate additional platforms and services at a later date.

Holistic consulting

In the existing concept, Merkle has gradually taken over more tasks: today we support with design, user experience, technical infrastructure.

Integration into existing environment

To ensure that the user flows work after integration into the existing website, we tested the process early on using a prototype.

Hands-on mentality

The project has taken place in close cooperation with Alnatura - step by step and always with a focus on the goal.

Mein Alnatura – a big step towards digitalization

Standardized solution with minimal conversion

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.

Mein Alnatura Merkle Reference User Menu

User-centric features and customer influence on products

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.

Screenshot of the new Alnatura website
Verena Jäger, Manager Customer Relations at Alnatura
"We have been working with Merkle for a year in the field of customer retention in various areas. We always communicate with our contact persons at eye level - they are helpful, solution-oriented and supportive by bringing together experts in the disciplines. Any problems were quickly identified and then the right solution was found for our needs. Therefore, we are also looking forward to the upcoming projects that we will implement together with Merkle.”
Verena Jäger Alnatura

Discover more success stories

You want to increase your customer loyalty? We are happy to support you.

Your contacts at Merkle: Tobias Hollritt for Switzerland, David Haunold for Austria and Benjamin Quitter for Germany