Ejner Hessel

Subscription Innovation

Ejner Hessel is Denmark’s largest car-retailer and wished to develop an attractive membership model to increase customer satisfaction in an industry where customer loyalty is historically low.

This resulted in the subscription-based loyalty program Hessel Plus developed by Ejner Hessel and Subscrybe

Ejner Hessel Plus app

We helped Denmark’s largest car retailer to increase customer loyalty

Loyal customers is a rare trait in the car industry, so Ejner Hessel set out to create an attractive membership model through an innovation project with Subscrybe. This resulted in the membership concept Hessel Plus.

What we did:

  • Implementation of an innovation project with the goal to develop a subscription-based loyalty concept
  • Development and test of a long range of benefits to include in the loyalty program
  • Selection of benefits, construction of final concept and development of a business case and implementation plan
  • Implementation and scaling of the Hessel Plus concept


Hessel Plus was an immediate success and Hessel Plus customers exhibit an improved buying behaviour. “The response from our customers has been overwhelmingly positive. Many of our customers are already Plus members and many of these are already using their benefits” says Anders Deigaard Bruun from Ejner Hessel.

A Subscription Innovation project

Subscription Innovation projects specialize in developing new subscription offers, not only to improve profitability, but to build strong relationships with your customers and start your journey towards the business model of the future.

If you want to find out whether your business can benefit from a Subscription Innovation process, you can explore our consulting services. We have more than 10 years of experience with developing subscription offers and we have helped both transaction companies and existing subscription companies with innovating new and exciting subscription offers.

Find out by exploring the services from Subscription Innovation