Markets: Capillary rides to Europe on METRO network


Quell appreciates Capillary’s bonus and cash-back programs

Capillary Technologies, an Indian-origin B2B SaaS platform for customer loyalty and engagement, has formed a long-term partnership to reach the globally-linked METRO’s 17 million customers worldwide, and venture into the European market.

“With this partnership marking Capillary’s first European client, we look forward to establishing a strong footprint in Europe,” said Subhro Chakraborty, Vice President, Sales at Capillary Technologies.

“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,” he said on 8 June 2022 from Bengaluru.

Mario Quell, Product Manager Loyalty at METRO DIGITAL, added, “Already during the tender process we learned to appreciate Capillary as an innovative and highly committed Loyalty provider.

“Especially the bonus and cash-back programs, 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.”

By using Capillary’s Loyalty+, METRO will build closer and more trusted relationships with its vast network of international hotels, restaurants, catering businesses, and distributing grocery stores.

With the increasing demand for rewarding and more memorable customer experiences, Capillary’s advanced, secure and scalable loyalty platform will help METRO streamline a unified loyalty platform across 24 countries.

Capillary will capture the brand’s high-volume transactions across multiple channels, including METRO’s 672 wholesale stores and 66 supply depots, whose IT-infrastructure is provided by

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.

Phase 1 of the loyalty implementation will be rolled out in 11 countries initially, among them France, Romania and Poland.

Infosys is working closely with Capillary and Metro as the Systems Integrations partner.

METRO is a leading international wholesale company, with food and non-food assortments, which specialises in serving the needs of hotels, restaurants, and caterers (HoReCa) as well as independent merchants (Traders). At the same time, METRO MARKETS is an international online marketplace for professional customers that has been growing and expanding continuously since 2019.

Acting sustainably is one of the company principles of METRO, which has been listed in various sustainability indices and rankings for many years, including FTSE4Good, MSCI, CDP and the Dow Jones Sustainability Index. METRO operates in more than 30 countries and employs over 95,000 people worldwide. In financial year 2020/21, METRO generated sales of €24.8 billion.

Founded in 2012, Capillary Technologies has a presence across India, the United States, the Middle East and Asia, particularly Southeast Asia. Powering a diversified product suite of end-to-end loyalty programs, across 30+ countries, Capillary Technologies works with 250+ brands as of 30 October 2021, including Shell, Tata, Asics, PUMA, Fossil, Hoya, Sephora, Domino’s Pizza and many more from verticals such as apparel, footwear, supermarkets, conglomerates, manufacturing and electronics, pharmacy and wellness, fine dining and QSR, luxury and jewelry, entertainment, oil and gas, travel and hospitality.

With a massive reach of 875 million+ consumers and processing 1.97 billion+ transactions in Fiscal 2021, Capillary Technologies’ promoter i.e., Capillary Technologies International Pte Ltd has the backing of Swanland Investment Ltd (an affiliate of Warburg Pincus), Sequoia Capital India Growth Fund II Ltd, Avataar Ventures Partners I and Filter Capital Fund I Ltd.