Enhancing Customer Engagement and Loyalty through Web3 innovations: A Comparative Study of the Wine Sectors in France, South Africa, and Germany

Améliorer l'engagement et la fidélisation des clients grâce aux innovations Web3: une étude comparative des secteurs du vin en France, en Afrique du Sud et en Allemagne

Laura Ehm, Jean-Éric Pelet () and Nic S Terblanche ()
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Laura Ehm: Weincampus Neustadt, Ludwigshafen University of Business and Society
Jean-Éric Pelet: IAE - IAE AMIENS
Nic S Terblanche: SU - Stellenbosch University

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Abstract: Purpose: Web3 technologies and their potential impact on customer engagement and loyalty in the wine industry have not yet been extensively studied to date. For many players in the wine industry, the underlying technologies, such as blockchain and non-fungible tokens (NFTs) are still too abstract, and their potential applications have yet to be recognized and exploited. This paper shows how wine experts from three important wine-producing countries -France, South Africa, and Germany -currently assess Web3 innovations in terms of their potential for improving customer engagement and deepening customer loyalty.•Design/methodology/approach: Based on qualitative expert interviews (n=11), a comparative analysis was conducted for the three countries to answer the following research questions: (1) How can the use of Web3 technologies help to create unique customer experiences and improve customer engagement, thereby serving as the basis for innovative customer loyalty programs? (2) What national dynamics influence the acceptance and (future) use of Web3 technologies to strengthen customer loyalty in the wine industry? •Findings: Respondents emphasized personalized experiences and direct customer relationships in the wine industry, viewing Web3 technologies as potential tools for fostering loyalty, exclusivity, and reconnecting producers with end consumers. Concerns have been raised that Web3 technologies could be perceived as mere gimmicks. Thus, they should only be used if there is clear added value for customers. French experts are more enthusiastic about Web3 technologies, while South African and German experts are more cautious. To a certain extent, this is certainly due to France's strong position in the premium wine segment, where the use of Web3 technologies is particularly worthwhile. •Practical implications: Web3 technologies offer wine producers new opportunities to deepen customer loyalty through exclusive experiences, the strengthening of direct relationships, and modernized membership models.

Keywords: Web3-enabled customer loyalty; digital consumer engagement; Web3 customer experience; Web3 customer experience digital consumer engagement Web3-enabled customer loyalty (search for similar items in EconPapers)
Date: 2026-02-03
Note: View the original document on HAL open archive server: https://hal.science/hal-05627505v1
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Published in 16th Academy of Wine Business Research Conference, Adelaide Business School, Feb 2026, Adelaide, SA, Autralia, Australia

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