MoreContinental as Part of the Workshop Team

Bonus points, expert knowledge and rewards in one app

The MoreContinental Partner Program is the first fully digital B2B loyalty program in the German automotive aftermarket. Coloyal supported the launch as part of a full‑service package, contributing its expertise in the design and implementation of attractive rewards programs to sustainably engage workshops and support them in their day‑to‑day operations.

B2B Program in the Aftermarket

The MoreContinental Partner Program is setting new standards in the German automotive aftermarket. As the first fully digital B2B bonus program, it completely eliminates paper‑based processes and instead relies on modern QR code technology and an app‑first approach. Workshops simply scan the codes on the packaging of participating products and collect MoreContinental Partner Points directly in their team account

The Challenge

Analog processes are time‑consuming, error‑prone and demotivating. Paper‑based receipt collection, filling out forms and long waiting times for reward credits slow down workshops in their day‑to‑day operations.

To build long‑term workshop loyalty and remain competitive, a digital transformation was essential: a modern tool that not only rewards performance, but also actively supports workshops in their daily work and accompanies them on their path into the future.

The goal

An innovative all‑in‑one solution designed to deliver real added value in day‑to‑day business. The vision: digital point collection via QR code, an attractive rewards portfolio and direct access to expert knowledge on Continental products – all combined in a single, integrated program. As a first mover in the German aftermarket, the goal was to set new standards and win workshops as long‑term partners.

Our solutions

As part of the MoreContinental Partner Program, Coloyal developed a tailored rewards program. It delivers value on two levels. Workshops receive practical rewards for everyday use, such as specialized tools and equipment. In addition, the program offers a broad portfolio of attractive branded merchandise.

A key highlight: collected points can also be redeemed for Continental training courses. This way, the program rewards loyalty and supports the long‑term development of participating businesses.

MoreContinental

Scan, collect points and move your business forward. Workshop employees scan the codes on the packaging of participating products and add points directly to their shared team account. These points can be flexibly redeemed for rewards, specialized tools or professional training.

Rewards that resonate

The rewards portfolio delivers value on two levels. It includes tools and equipment for everyday workshop use, such as brake disc micrometers or professional bleeding devices. In addition, it offers a broad selection of attractive merchandise, including items like an iPad or a 4K projector. From a personal welcome package at registration to the delivery of the selected reward, the program creates positive touchpoints between Continental and its partner workshops every day.

Training for loyalty

A distinctive feature of the program: all collected points can also be redeemed for Continental training courses. This reflects Continental’s conviction that those businesses which continuously develop and build new skills will be best positioned to succeed in a competitive market.

Expert knowledge right at the lift

In addition to the rewards program, the app also serves as a digital knowledge base and everyday guide for workshop operations. When scanning a product, workshops receive immediate installation instructions as well as real‑time confirmation of product authenticity. Peter Wagner, Head of the OE & Aftermarket Services business segment at Continental, summarizes the ambition of the program:
“We have built an app that brings together everything that connects us with our customers in a single application: knowledge, guidance and products.”

About the client

Continental is one of the world’s leading technology companies for intelligent and sustainable mobility. With more than 200,000 employees in over 60 countries, Continental develops and manufactures tires, automotive systems and other technological solutions. In the automotive aftermarket, Continental supplies an extensive network of workshops, tire dealers and automotive service providers. The MoreContinental Partner Program was launched with the majority of spare parts from the Continental and ATE brands. It is set to be expanded to additional European countries in the future.