Hertog Jan Proeftuin

Elevating the customer experience: In the pursuit of exceptional customer experiences, Hertog Jan Proeftuin embarked on a journey to redefine its brand identity and elevate its customer interactions. This case study delves into how Hertog Jan Proeftuin reimagined its approach, placing Customer Experience (CX) at the forefront of its strategy.

Hertog Jan Proeftuin needed to align its offer with changing expectations. The objective was not simply to deliver products, but to curate an experience that resonates more deeply, turning routine transactions into moments people look forward to and share.

To meet that goal, Hertog Jan Proeftuin implemented a customer‑centred approach that improves every touchpoint along the journey. 

This involved:

Personalised journeys: Recognising that each customer’s palate is unique, Hertog Jan Proeftuin began tailoring paths to individual preferences, from recommendations to content and cadence. This personalisation gives the experience a distinct, made‑for‑you quality without adding friction.

Seamless ordering: An intuitive, user‑friendly ordering system simplified the booking process, with clear steps, transparent availability and timely confirmations. Customers can secure their spot at the Proeftuin quickly and with confidence.

Interactive workshops: To deepen engagement, hands‑on workshops were introduced. These sessions teach, involve and connect participants, building a community around shared taste and discovery while adding value beyond the product itself.

Captivating digital presence: Hertog Jan Proeftuin revamped its online platforms to be visually rich and easy to navigate, with accessible design and clear signposting. This lets customers explore offers digitally, understand what to expect and arrive better prepared for the physical experience.

Hertog Jan Proeftuin’s transformation began with a thorough review of processes and systems. Teams were trained to deliver the brand’s standards for customer experience (CX), and structured feedback loops were put in place to learn from every interaction and iterate quickly. On the business side, the platform opens a new revenue stream, builds first‑party customer data and helps fund future innovation by showing which ideas customers value most.

The customer-centred approach delivered impressive outcomes:

• Increased customer engagement. By creating more personal and enjoyable interactions, Hertog Jan Proeftuin saw higher participation and loyalty through repeat orders, workshop attendance, and community sign-ups.
  
  
• Positive word-of-mouth. Satisfied customers became advocates, recommending the brand and helping it grow organically.
  
  
• Grew its online reputation. A stronger digital experience led to more positive reviews and higher ratings, strengthening trust and brand image.
  
  
• Revenue growth. Rising membership and higher spend per customer contributed to a clear uplift in overall revenue.

Hertog Jan Proeftuin’s journey shows how prioritising customer experience can be a true differentiator. By placing customers at the heart of everything, the brand revitalised its identity and built lasting relationships. De Proeftuin has become a successful new concept that redefines how people experience specialty beers.

Direct‑to‑consumer (D2C) subscription platform offering a curated service for beers from the Hertog Jan brewers.

Every quarter, a new beer experiment to co‑create innovation with fans.
Limited editions direct from the Arcen brewery, with an interactive experience that makes every beer an occasion.