At home or as a gift – useful rewards in 15 countries

Whether a small business owner or an independent sanitary plumber, every buyer of kitchen and bathroom fittings or sanitary products will be rewarded at GROHE with their “GROHE SMART” loyalty program. That’s exactly where Coloyal comes in as CRM and loyalty expert.

GROHE SMART in particular is adapted to the needs of the business customers of GROHE in the field of sanitary installations. Their closed loyalty program targets individual installers, as well as whole companies, who’s employees can collect points on a common account.

The range of products in the reward shop varies from workpants to angle grinders and from the GROHE Blue® K7 sink mixer to the wireless GROHE “Aquatunes” Bluetooth shower loudspeakers. Thus the offered rewards are not only useful to improve once everyday worklife, but also at home, or suitable as a gift to customers of the installers.

The “SMART Reader App”, which GROHE offers for Apple and Android, enables its user to easily access the reward shop and look into one’s user account. Moreover, participants can use their smartphones to record the UPI codes of product packages and to quickly and conveniently check their account balances. The range of products incentivized by GROHE includes more than 2,500 products for installations in front of and behind a wall. For each of these products, SMARTS can be collected and exchanged for attractive and useful rewards.

Since its launch in Germany, GROHE SMART has continuously been rolled out into international markets and, as the industry’s largest loyalty program, is currently available in 15 different countries.


Case details:

  • GROHE relies on the loyalty services provided by Coloyal since 2013. Together with experienced and long-lasting partners we are responsible for the customer service and print communication with the members of the GROHE SMART program. Moreover, we develop the rewards assortment and products for promotional activities for 15 European countries from our office in Munich.
  • To create the most interesting reward selection for installers , we offer GROHE a great deal of flexibility and exclusivity while putting together the assortment for GROHE SMART. It is adapted on a yearly basis. In addition to high-quality branded items and digital coupons, the product range includes numerous original GROHE products and promotional items from GROHE. Furthermore, Coloyal plans, stores and sends out all rewards. Even birthday and Christmas gifts for the participants of GROHE SMART are personalized and delivered on time through our central warehouse.
  • We also support GROHE in optimally presenting the loyalty program at different trade fairs. For the industry’s leading trade fair ISH, we enhanced the appearance of “GROHE SMART”, through a showcase of selected top rewards and the conduction of a raffle of highly valuable prizes as part of a “Scanning Contest”.

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