Shares & More
Knorr Capital Partners
Pepper was asked to reactivate and oversee Knorr Capital Partners’ shareholder communication. The aim was to reduce costs, get information about shareholders, and increase their loyalty to the KnorrCapital Shareholder Program.
Pepper created a multi-layered loyalty and customer care program—the first such loyalty program for investors in Germany. The program module included a web portal, an eNewsletter, a shareholder magazine, events, a call center, and various other related services. Shareholders’ interests, and information about how they managed their shares, could be analyzed from their click behavior and rate of participation at events.
Loyalty program resonated well with shareholders:
- 15% of shareholders regularly participated in incentive program
- 90% of participants registered for eNewsletter
- 25.1% of participants bought more shares (cp. 7.2% non-participants)
- Program managed exclusively by Pepper for three years