Comarch is a global technology company and software house that specializes in providing innovative IT solutions for business digitalization with nearly 100 offices across five continents and approximately 7,000 professionals. The company supports businesses worldwide by providing innovative IT solutions for digitalization.
With 30 years of experience, it operates in sectors such as Telecommunication, Banking and Finance, Insurance, Retail and FMCG, Aviation, Travel, and Logistics, Utilities, Oil and Gas, Manufacturing. Comarch’s strategy focuses on delivering end-to-end digital transformation for its clients through proprietary software and comprehensive professional services.
Interview with Kamila Niekraszewicz, Country Manager at Comarch Italy.
What are the main areas of activity of the company?
Kamila Niekraszewicz: Comarch’s main areas of activity include:
- Customer Relationship Management (CRM), Loyalty Platforms and Customer Engagement
- Digitalization and Document Management (which includes EDI and E-Invoicing)
- IT Infrastructure and Cloud Services
- Enterprise Resource Planning (ERP) and Management Systems
- Big Data and Business Intelligence
- Telecommunications
- IT Solutions
In Italy, the company specifically focuses on providing advanced solutions for Electronic Data Interchange (EDI) and E-Invoicing, as well as for Loyalty Platform and Customer Engagement.
What’s the news about new products/services?
K.N: The news highlights the strategic integration of Artificial Intelligence (AI) across Comarch’s core offerings and the continuous evolution of its engagement and compliance platforms.
Comarch is focusing on creating dynamic and highly personalized customer experiences:
- AI Innovations: The platform uses AI models for deeper customer connection and enhanced loyalty. This includes using predictive models for “next-best” offers and advanced promotion schemes to influence customer behavior and improve marketing strategies.
- Gamification: New, fully customizable Gamification plugins and Gamified Promotions are available to engage customers with fun activities and reward brand loyalty, moving beyond traditional points-based systems.
- True Omnichannel Experience: The platform allows brands to manage loyalty interactions in an omnichannel and consistent way across all physical and digital touchpoints. This includes dedicated tools for designing and managing the program’s website and mobile applications.
- Security: Introduction of AI/ML-based Loyalty Fraud Detection to quickly identify anomalies in customer behavior and prevent fraudulent activities.
What are the ranges of products/services?
K.N: The product and service ranges focus on:
- Loyalty Management: Comarch’s loyalty offerings are centered around the Comarch Loyalty Management (CLM) platform and a suite of related services, designed to create, manage, and optimize sophisticated loyalty programs for large and medium-sized enterprises (B2B, B2C, and B2E).
CLMi, an AI-powered, omnichannel, and industry-agnostic platform.
- Loyalty Program Management: Tools to design, launch, and manage various loyalty program structures, including:
- Point-based and non-monetary/experiential rewards.
- Tiered/Status Systems (e.g., Bronze, Silver, Gold membership levels).
- Coalition/Multi-partner programs.
- B2B, B2C, and B2E (Employee) loyalty frameworks.
- AI/Machine Learning (ML) Integration: Utilizes AI for key functions like:
- Hyper-Personalization of promotions and offers.
- Predictive analytics to guide customer behavior (“Next-Best Offer”).
- Behavioral analysis and segmentation.
- Loyalty Fraud Detection to identify and prevent fraudulent activities.
- Omnichannel Marketing & Communication: Enables seamless interaction across all customer touchpoints:
- Mobile App Integration (Comarch Loyalty Management Mobile App).
- Member Portal/Website management.
- Integration with Point of Sale (POS) and e-commerce systems.
- Real-time notifications (email, SMS, push).
- Data Collection & Analytics:Collection and utilization of Zero- and First-Party Data.Advanced analytics, Business Intelligence (BI), and custom reporting on program KPIs (Key Performance Indicators).Customer Segmentation (dynamic and multi-dimensional).
- Rewards Management: Tools for managing the reward catalog, including:
- Monetary (discounts, coupons) and experiential rewards (e.g., exclusive access).
- Vouchers, lotteries, and auctions.
- Charity donation options.
- Gamification: Features like badges, progress bars, leaderboards, and challenges to increase member engagement and interaction.
What is the state of the market where you are currently active?
K.N: In the Loyalty market, 2025 is a critical turning point for traditional loyalty programs. Legacy programs are showing “systemic failures” due to a failing economy, lack of customer insights, and low engagement levels.
- Consumers expect tailored experiences, but many brands still offer standardized solutions.
- There is an “exodus of traditional loyalty,” with 39% of consumers switching brands/retailers and the majority (79%) not intending to return.
- On average, each person participates in over 10 loyalty programs.
- Simplicity is crucial, with oIn addition to changes in consumer behavior, we observe a strong and accelerating trend in B2B loyalty programs. Companies increasingly recognise loyalty as a strategic lever to influence partners, distributors, resellers, and professional buyers, especially in industries such as FMCG, Manufacturing, Pharma, and Automotive.
B2B programs are growing rapidly because they:
- Drive higher sales volumes and repeat purchases
- Strengthen partnerships throughout the value chain
- Enable brands to gather more granular data on reseller performance
- Provide a platform for education, incentives, and engagement
At the same time, the overall loyalty market continues to expand, with more businesses moving away from simple points-and-rewards systems toward data-driven, omnichannel, AI-powered engagement ecosystems.
2025 is shaping up to be the year when companies either transform their loyalty approach, or risk losing their customers entirely, especially considering that over 32% of consumers report long registration processes as the main obstacle to engagement.
What can you tell us about market trends?
K.N: Trends in the Loyalty market for 2025 and beyond include:
- AI-Driven Personalization: Artificial Intelligence (AI) and Machine Learning are fundamental to offering rewards and campaigns based on customers’ individual behaviors, interests, and even values.
- Loyalty Automation: Predictive AI identifies signs of churn early to activate personalized win-back strategies, improving Customer Lifetime Value.
- Experiential Rewarding: Shifting from simple discounts to emotional rewards, such as cashback, exclusive trips, and VIP events, which generate deeper emotional connections.
- Strategic Gamification: Using personalized game mechanics to boost engagement, with 55% of consumers willing to share data via quizzes and games.
- Sustainable Loyalty: 65% of global consumers want programs to reflect their commitment to sustainability and social responsibility.
- Mobile Wallet Integration: Convenience is essential, with preference for instant rewards and fluid access to prizes.
What are the most innovative products/services marketed?
K.N: The most innovative products and services focus on AI integration and flexibility:
- Comarch Loyalty Marketing Platform: A platform that allows marketing professionals to personalize the customer experience across different touchpoints, using a promotion engine to send specific responses (coupons, messages) based on customer actions.
- Comarch e-Invoicing/EDI with Flexibility and Global Coverage: The solutions offer the adaptable integration strategy “any-to-any” and compliance with E-Invoicing regulations in over 60 countries. Furthermore, the Comarch EDI system supports complexity management in various sectors, such as Automotive, Banking, Retail, and Pharmaceutical.
- Comarch EDI enhanced with AI: A system designed to achieve better results through intelligent document matching, advanced anomaly detection, and Natural Language Processing.
What estimations do you have for the end of 2025?
K.N: By the end of 2025, the Loyalty sector is expected to undergo significant acceleration, becoming one of the primary growth engines for both B2C and B2B organisations. Market analysts forecast that:
- 80% of companies will adopt loyalty strategies powered by real-time data, AI, and predictive analytics, enabling hyper-personalised engagement at scale.
- Dynamic, insight-driven loyalty models will replace traditional earn-and-burn mechanics, with personalised offers, behavioural segmentation, and automated next-best-action journeys becoming industry standards.
- B2B loyalty programs will experience double-digit growth, driven by manufacturers, distributors, and retail networks seeking stronger partner engagement, improved sell-out performance, and actionable data visibility across channels.
- The market will see a shift from transactional programs to value-based ecosystems, integrating loyalty with CX, marketing automation, CRM, and e-commerce environments.
- Companies investing in loyalty transformation in 2025 are expected to gain a 15–25% uplift in customer lifetime value (CLV) compared to those maintaining legacy systems.
- Adoption of mobile-first loyalty will grow substantially, with over 70% of interactions occurring via mobile apps, digital wallets, and instant reward channels.
- Brands will increasingly prioritise simplicity, transparency, and frictionless onboarding, driven by consumer behaviour changes and regulatory expectations.
