METRO has entered a long-term partnership with B2B SaaS platform Capillary Technologies to develop a multi-country B2B loyalty program in 24 countries across Europe. The landmark deal is the first of its kind to be launched by Capillary in the European market, a press release reported.
“Already during the tender process, we learned to appreciate Capillary as an innovative and highly committed Loyalty provider,” product manager, Loyalty at METRO DIGITAL, Mario Quell, said in the release. "Especially the bonus and cash-back programs, which are important for our B2B customers, are fully covered by Capillary. We are pleased about a new, strong partnership and are proud to be able to offer our customers even more innovative solutions together with Capillary.”
The long-term collaboration between the two parties will work alongside its network of international hotels, restaurants, catering businesses and distributing grocery stores to benefit from the company’s recent increase in recurring customers, sales and productivity.
The platform will be accessible to more than 17 million METRO customers across more than 24 countries, while Capillary will now be tasked with capturing the brand’s transactions throughout 672 wholesale stores and 66 supply depots.
“Solving the need for interfacing, data analysis and identification of country-specific partners, Capillary’s AI-powered platform will enable METRO to target specific loyalty user groups, incentivize them with cashbacks and support a self-service model that offers training and certifications,” a press release stated.
The first phase of the program is set to kick off in 11 countries, including France, Romania and Poland. The company has also formed a partnership with Infosys to integrate the Capillary platform with the METRO Landscape with a new micro-service layer.
“We are delighted to be a partner in METRO’s loyalty transformation. By modernizing its sales channels, this pioneering global brand has placed its trust in Capillary’s business agility and data-driven approach to empower METRO’s digital transformation journey,” Subhro Chakraborty, vice president, sales at Capillary Technologies, said in the release. “With this partnership marking Capillary’s first European client, we look forward to establishing a strong footprint in the European loyalty landscape.”