Gewandhaus Gruber increases customer loyalty and sales revenue by using cutting-edge IBM and IBM Business Partner technology

Published on 13 Sep 2008

The system is unusual and distinctive…it has a number of practical advantages… particularly in terms of lower operational costs. With no need to print cards, post them, manage them and replace them when lost, the savings are considerable.

Svenja Wittrowski, project leader, Gewandhaus Gruber

Gewandhaus Gruber


Deployment country

it-werke Technology GmbH


Gewandhaus Gruber is a clothing retailer with a 350-year history of dressmaking and retailing. It currently has eight branch stores, two outlets and a sports shop where it sells both traditional Bavarian clothing and formal dresses of other brands.

Business need
Gewandhaus Gruber, a successful clothing merchant in Germany wanted to better understand and reward its existing customers, while attracting new ones. The company decided to implement a customer loyalty program. It sought a cutting-edge loyalty offering that would help it increase revenue and differentiate itself from its competitors.

Using a combination of IBM and IBM Business Partner technology, the retailer launched the first fingerprint identification–based loyalty program and payment method in Germany.

• Earned €2.6 million—15 percent—of annual revenue in just six months through approximately 4,500 club members <br /> • Saved €100,000 in operational costs over a comparable card-based loyalty program <br /> • Increased revenue by 4 percent and improved customer satisfaction


IBM products and services that were used in this case study.

DB2 for Linux

AnyPlace Kiosk

Customer Relationship Management, Smarter Planet, Transforming Business

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