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Case: Commerzbank

The excellent customer-recruit-customer program

One program – 2 successes

Since the start of the cooperation with Coloyal, Commerzbank has tripled the number of referrals to more than 140,000 per year.

In the very first year of our cooperation, Commerzbank’s KwK program won the international Loyalty Award in the category “Best Coupon or Voucher Based Loyalty Program”. It beat out 130 entries from companies such as British Airways, Royal Bank of Scotland and Tesco.

End-customer business is a highly competitive market for banks and presents them with great challenges. The acquisition of new customers must therefore be planned, implemented and executed at the highest level. Since 2011, the Coloyal team has been carrying out this task with great success for Commerzbank’s customer-acquire-customer program.

Customers who convince prospective customers of the advantages of the bank are directly rewarded for their recommendation with an attractive reward. They also have the option of saving up for a particularly high-quality brand product by taking part in expert surveys or with the help of several new customer referrals.

The customer-recruit-customer program comprises a range of cash rewards as well as branded products and vouchers, which is supplemented annually with the latest products and high-quality promotional offers. Commerzbank customers can always take the latest catalogue directly to the branch or find out more online on a campaign page.

The program is a great success, especially because of the many special offers and the simple and fast processing of rewards orders and shipping:

Case Details


  • We are responsible for the planning, conception and management of the rewards assortment, which has been continuously improved and aligned with the interests of bank customers for years. Commerzbank relies on market research data and analyses, among other things, but also on personal sample demonstrations from us.
  • In doing so, we repeatedly succeed in significantly increasing the number of Commerzbank recommendations, especially through special promotions: for example, through successful reward sourcing such as seasonal competitions, 3-for-1 offers, shared rewards for advertisers and new customers, voucher allowances or the integration of DFB fan articles in the run-up to the World Cup and European Football Championship.
  • In addition, as part of our customer service, we offer participants in the KwK program the opportunity to contact us directly via the service hotline if they have any questions regarding rewards, shipping, etc.

About Commerzbank

Commerzbank is the leading bank for SMEs and a partner to around 11 million private and corporate customers in Germany. Every day, more than 40,000 employees work on financial services. Commerzbank handles around 30 percent of Germany’s foreign trade and is represented internationally in corporate customer business in almost 40 countries.

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