Comarch Drives Redesign of Nedbank’s Loyalty Program, Greenbacks

About Nedbank

Nedbank is one of the four largest banks in South Africa, with subsidiaries operating in Lesotho, Mozambique, Namibia, Eswatini (Swaziland), and Zimbabwe. Its ordinary shares have been listed on JSE Limited since 1969. With a primary focus on comprehensive wholesale and retail banking services, Nedbank also offers solutions such as insurance and asset & wealth management.

Taking banking loyalty to the next level

Nedbanks’ Greenbacks loyalty program has been operating for almost two decades. Although the initiative reported significant success and was very popular among the bank’s clients, as time went by, Nedbank started to see a rise in challenges related to data security and the program’s competitiveness. By collaborating with Comarch, Nedbank aimed to provide its customers with more value, all the while increasing their engagement with the program and turning that engagement into tangible financial results.

Comarch’s solution

To help Nedbank boost its program engagement, Comarch’s loyalty experts had to think outside of the box. The main challenge was the uniqueness of the South African loyalty market, which is different from those in Europe and the U.S. It was also necessary to tailor Comarch’s loyalty management system to meet Nedbank’s specific security requirements.

Thanks to the implementation of the highly flexible Loyalty Marketing Platform, Comarch was able to enrich Greenbacks with:

• New, tier-based rewards system, allowing customers to unlock more benefits as they accumulate more points (members can earn up to 2% of their spending back)
• Expanded rewards catalog, offering a broader range of redemption options, including more travel, lifestyle, and shopping choices
• Simplified earning structure, making it easier for users to understand and track their rewards
• Insights and trends from other regions to make sure the program stays as innovative and up-to-date as possible

Results

Comarch Loyalty Marketing served as the backbone of the Greenbacks program, managing points, levels, and transactions to enhance the program's competitiveness. Thanks to this cooperation, the program saw increased membership, higher engagement in earning and redeeming points, better usage of Amex cards, and a higher number of products held per member.

Comarch Loyalty Management is our backend platform. It manages everything with regard to the Greenbacks program in terms of points, levels, earnings, and burns. It really is the backbone of our rewards program at Nedbank right now. Thanks to the cooperation with Comarch, we’ve seen a significant boost in customer engagement and membership. Overall, it’s been really successful from Nedbank’s perspective.”