Show 2. maj 2025
October 10, 2021
Lakrids by Bülow
for
Lakrids by Bülow
Kategori :
Type :
annoncoer
Please see attached files for full text.
1. Introduction – More than just a loyalty program
At Lakrids by Bülow, our mission is simple: We Make the World Love Liquorice. But we can’t do it alone. Some of our best flavours and ideas come from those who love our liquorice as much as we do.
That’s why we created LAKRIDS LOVERS, not as a traditional loyalty program, but as a community. A place where our most engaged customers help shape our brand and products.
LAKRIDS LOVERS get to taste, test, and refine new creations. They share insights, influence product launches, and play an active role in bringing new liquorice to life. It’s loyalty—but one that works both ways.
2. Strategy – Using first-party data to create flavours worth loving
Great liquorice doesn’t happen by chance. It takes passion, patience, and people - the ones who know exactly what makes a flavour unforgettable.
What started as an organically growing Facebook group (+13K members) has evolved into a loyal community of hundreds of thousands. Since its founding in 2021, LAKRIDS LOVERS has become more than a loyalty program—it’s a way for customers to shape the future of our flavours.
Through our Taste Panel, members help refine everything from intensity to texture, ensuring that only the best creations make it from our kitchen to their hands. By combining real-time feedback with first-party data—such as flavour preferences, purchase behaviour, and trends—we make smarter decisions about which products to develop, scale, or perfect.
This two-way relationship turns passive loyalty into active engagement, creating more relevant products and deeper customer connections.
How We Use First-Party Data to Build Loyalty & Drive Growth
Customer insights guide product innovation. Every new flavour starts in our Creative Team, but success is shaped by those who taste it.
Real-time feedback refines recipes before full-scale production, ensuring products match customer preferences.
Exclusive access builds engagement & drives revenue
LAKRIDS LOVERS don’t just buy—they get early access, increasing repeat purchases and brand loyalty.
Seamlessly linking community & commerce
Turning feedback into final products gives members a sense of ownership, boosting retention and emotional connection.
We don’t just ask for opinions—we act on them, deepening trust and engagement.
At its core, LAKRIDS LOVERS is about bringing people closer to what they love—not just by offering rewards, but by making them part of the process.
3. Solution – Bringing LAKRIDS LOVERS to life
The LAKRIDS LOVERS experience—from early tastings to exclusive access—is designed to deepen customer connections. By combining first-party data, real insights, and an omnichannel approach, we ensure members don’t just engage with our brand—they help shape it.
1. Co-creating new flavours: The LAKRIDS LOVERS Taste Panel
The best way to create loved flavours is to involve those who enjoy them. That’s why we built the Taste Panel, where members test, refine, and influence our products.
How It Works
MINIs Taste Phase: Members receive MINI testers with purchases and give feedback via QR surveys. Taste Panel flavours outperform other launches.
Limited Editions: The best flavours move to exclusive LAKRIDS LOVERS releases. SOUR STRAWBERRY, first tested as a MINI, became a Limited Edition in 2023, earning 4.6/5 stars, with 86% wanting to repurchase.
Seasonal & Permanent Assortment: Strong performers scale into seasonal collections, like SOUR STRAWBERRY in SUMMER 2024, before becoming permanent in 2025.
“Letting LAKRIDS LOVERS taste first has been our recipe for success for years. It means real feedback, better flavours, and liquorice that’s already loved before it even hits the shelves.”
– Francisca Listov-Saabye, Head of Product Development
2. Early Access & Preorders: A First Taste of What’s Next
Loyalty is about more than rewards—it’s about meaningful experiences. That’s why LAKRIDS LOVERS get exclusive first access to major launches.
Preorders drive early revenue and strengthen engagement. The LARGE ADVENT CALENDAR preorder campaign accounted for 55% of September 2024 revenue, contributing to an 8.9% year-over-year revenue increase.
“Giving LAKRIDS LOVERS first access isn’t just a perk—it’s smart business.”
– Michael Ewald Hansen, Chief Digital Officer
3. A Seamless Experience – From Digital to Retail
LAKRIDS LOVERS enjoy a consistent experience across all channels—whether online or in-store.
Campaigns are available both online and in stores, with personalised codes ensuring an engaging experience.
In 2024, LAKRIDS LOVERS members had an average order value 11% higher than non-members, proving the impact of an integrated experience.
“Our retail teams play a key role in making LAKRIDS LOVERS seamless, ensuring customers feel personally connected to our brand.”
– Tineka Dahl, Retail Development Manager
4. Result - The impact of LAKRIDS LOVERS
We created LAKRIDS LOVERS to build stronger connections with our customers—and the results speak for themselves.
Driving Sales & Retention
In 2024, LAKRIDS LOVERS members had an average basket size 11% higher than non-members.
Preorder and early access campaigns drive early revenue, helping us gauge demand and ensure strong product launches.
The LARGE ADVENT CALENDAR preorder accounted for 55% of September 2024 revenue, contributing to an 8.9% year-over-year revenue increase.
Creating a Smarter Approach to Product Innovation
Taste Panel-developed flavours consistently outperform other launches.
SOUR STRAWBERRY is a prime example—first tested as a MINI, then launched as a Limited Edition in 2023, earning 4.6/5 stars with 86% of participants wanting to repurchase. It became part of the 2024 SUMMER seasonal campaign and will join the permanent assortment in 2025—a true LAKRIDS LOVERS journey.
Strengthening Brand Affinity & Advocacy
LAKRIDS LOVERS achieves consistently high Net Promoter Scores, with an 84.3 NPS in our latest survey, surpassing our average customer NPS of 82.4.
In October 2024, 86% of LAKRIDS LOVERS were ambassadors, showing they feel heard, valued, and engaged enough to actively recommend the brand.
The LAKRIDS LOVERS Lab Facebook group (+13K members) remains highly active, reinforcing the organic community spirit.
Today, LAKRIDS LOVERS has grown to over 220,000 members, providing valuable first-party data to refine products and experiences further.
5. Why LAKRIDS LOVERS excels in CX
At Lakrids by Bülow, loyalty is about relationships, not transactions. LAKRIDS LOVERS is more than a program—it’s a movement where customers are at the heart of everything we do.
We listen, adapt, and innovate based on real feedback.
We reward engagement with experiences, not just offers.
We create a community that feels connected, involved, and valued.
By shifting from a traditional loyalty model to a customer-driven experience, LAKRIDS LOVERS has transformed how we interact with our customers—and how they interact with us.
"LAKRIDS LOVERS is the embodiment of community. It hasn’t just sprung up—it has been developed and nurtured through years of engagement, trust, and shared excitement. It’s wonderful to be part of something so joyous.”
– Luke Boydell, LAKRIDS LOVER since 2015
Danish Digital Award hylder de bedste digitale projekter
