A successful Subscription model for e-commerce
Due to competitors and a disruptive marketplace such as Amazon, one of Germany's largest Craft-Beer e-commerce companies struggled to find a sustainable business model.
By using guerrilla research methods, we developed a subscription model for our beer-loving community.
Product
Bier-Deluxe B2C
Timeline
Q3 2017 - Q4 2017
Problem Statement
With 30,000 members, Bier-Deluxe offered more than 300 craft beer varieties to suit every palate.
However, maintaining such a wide product range comes at a cost. High inventory levels require extensive warehouse space, and as food products, these beers are subject to "Best Before" dates. As a result, the quality of many items can quickly decline, posing logistical and financial challenges.
We needed to find a way to make the business scalable—one that aligned with the interests of our passionate community. The solution had to reduce overhead, minimize waste, and still celebrate the diversity of craft beer our members loved. That’s when we realized: the key wasn’t just in what we offered, but in how we offered it.
Research
Hint of a the solution
One of our best-selling products was the “Kennenlern-Paket”—a curated collection of craft beers designed for people who had never tasted craft beer before. It provided an accessible introduction to our range and service at an affordable price point, allowing new customers to explore the world of craft beer without a major commitment.
Not just beers
After discovering that most of our users had limited experience with craft beer, we saw an opportunity—and a mission—to educate and inspire them. We thought: why stop at just beer? By including magazines, branded merchandise, and promotional items from our partners, we could turn each order into a richer, more engaging experience.
Newsletter Subscribers
Our most engaged users were weekly newsletter subscribers. Through data triangulation, we identified around 12,000 active users and launched targeted surveys to better understand their preferences. By analyzing responses based on behavior and demographics, we uncovered patterns that shaped our product strategy and improved the customer experience.
The solution: a craft beer subscription. We envisioned a monthly, curated selection of our best products—carefully chosen to introduce customers to the rich diversity of the craft beer world, all delivered straight to their doorstep. It was more than a box of beer; it was an experience, a guided journey into flavor and culture. And the timing was perfect—just in time for the Christmas marketing campaign, when customers were eager for unique gifts and memorable experiences.
How it works
A clear and concise explanation aids customers in aligning their expectations with the experience.
Testimonials
A social proof for craft beer lovers. Recommendations have been one of the best conversion tools since the dawn of time.
Pricing Table
I included a special icon for additional functions embedded in the medium- and long-term subscription to highlight the add-on.
Learnings
Know Your Audience
Understanding that many users had limited craft beer experience allowed us to position our brand as both a retailer and an educator, creating deeper connections and more value.
Curated Experiences Drive Engagement
The success of the subscription model highlighted the power of offering personalized, curated experiences that go beyond just selling products—turning every order into an immersive journey.