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How do I improve customer loyalty to my brand? How do I motivate my business partners? How do increase the enthusiasm of my employees?

Relationships with different target groups are diverse and present great challenges to every company. The key to success is a special radiance generated through customer relationship management. The constant succession of positive events assist in building an intensive relationship with your customer, with your business partners and with your employees. This way intensity, credibility and values arise which are in need of future-oriented solutions in the field of CRM and loyalty.

Coloyal is one of the leading providers for these solutions in Germany. Formerly know as “rewards arvato services GmbH – part of the Bertelsmann group”, our company underwent a successful management buy-out and rebranding. We have over 10 years of experience and the best network in this ever-changing industry.

As a full-service outsourcing partner, we do not only ensure the satisfaction of our customers, but also the satisfaction of their target groups. These include the classic end consumers (B2C), business partners (B2B) and employees (B2E), who we identify, acquire and build a loyal relation to the companies of our clients to by using innovative and modern methods.

“Consult. Connect. Reward.”
is the vision we follow and act upon at Coloyal. It is our anchor in the Loyalty industry, which is changing dramatically due to the digitization.

We are Coloyal

Located in beautiful Munich, in the heart of Europe, we want to inspire our customers and their target group every day.

At Coloyal around 35 employees are committed to build and operate professional CRM and Loyalty programs. With the diversity of our team, we can view and solve the challenges of this industry holistically. Next to numerous buyers, logisticians, key account managers, IT specialists, web shop managers and CRM consultants, our own marketing and customer service teams work here.

To think ahead and to act with an entrepreneurial mindset are the expectations we set ourselves. We are able to fulfill these expectations through team spirit, a cooperative leadership culture and individual support, in order to master the diverse tasks we face and to grow beyond ourselves.

The leading minds of Coloyal

A team is always as good as its leaders, and Coloyal is lead by Mark Edenharder (CEO) and Nadine Kremer (VP Purchasing), a highly capable leadership team with expertise particularly in the field of CRM and loyalty Management.

Mark Edenharder, CEO

Mark’s job title is his mission statement: “CEO stands for Customer Experience Optimization – we did a good job when our solutions not only delight our customers, but also our customers’ customers.” This claim is reflected in more than 30 CRM programs with millions of participants around the globe.

Coloyal is not the first CRM and loyalty company that Mark has launched: in 2007, he was part of the founding team and, since 2012, managing director of Rewards Arvato Services – the loyalty unit of Arvato, whos customers and services he overtook almost to the day exactly 12 years later through a management buyout.

As Managing Partner / CEO of Coloyal, Mark now focuses on international sales, marketing and the development of an innovative solution portfolio.

Nadine Kremer, VP Purchasing

With more than 12 years of experience in the loyalty industry, Nadine aswell is an accomplished CRM and loyalty expert. She has been part of Rewards Arvato Services, the predecessor of Coloyal, from day one. Ever since she has been instrumental in creating and maintaining a massive selection of highly attractive physical and digital rewards, which is available worldwide through a fully automated logistic infrastructure.

Nadine has been a member of the Executive Board since 2012 as VP Purchasing. She became co-owner of Coloyal during Arvato’s asset buyout in 2019. She is responsible for the strategic assortment planning, the entire supply chain and the purchase negotiations with our top suppliers.

A strong team for every customer

The employees of Coloyal GmbH develop and operate CRM and loyalty programs. With our full service approach, everything comes from a single source. From consulting, data collection and analysis through the operation of gift shops and logistics, our competent teams cover all areas of the value chain.

  • Key Account Management
    As a partner at eye level we achieve new success stories again and again through a trusting cooperation with our clients.
  • Procurement
    As part of the procurement team, we look for new products, put them through their paces and add about 1,000 new rewards to our product range every year.
  • Logistics
    With our own warehouse, we maintain a professional, certified logistic infrastructure that ascribes great importance to the environment. Every year we save about 1,100 tons of CO2 at our site.
  • Disposition
    Through daily tracking, we constantly monitor the inventories and workloads and reorder whenever necessary.
  • Customer Service
    Through efficient and valuable communication across all channels, we repeatedly create positive contacts between the program participants and the brand, thus increasing customer loyalty.
  • Consulting
    Together with our clients, we analyze target groups, evaluate existing CRM activities and present new strategies, concepts and ways of improvement.
  • Business Development
    Based on market, competition and trend analyses, we develop innovative CRM solutions and loyalty programs for our clients.

Ten successful years in numbers: we are looking forward to more

Over the past 10 years, the team of Coloyal has moved a lot. See for yourself and take a look at the stories and highlights behind the numbers.


international trade fairs
Coloyal visits
each year


brands in the
product portfolio
of Coloyal


different rewards
we always have
on stock

14 Mill.

rewards already
sent out


countries Coloyal
has already delivered
rewards to


Euro, the highest RRP
for a make-a-wish
reward we have sent


rewards delivered
in January 2020

1 Mill.

kilograms of CO2 saved
for through optimized
logistic processes

For suppliers and trading partners

Do you offer attractive rewards / products or innovative services to enrich our customers’ CRM programs? Then we are looking forward to welcome you into our extensive product portfolio of professional trading partners!

Get to know more details and contact us!

Discover Coloyal