Rooted in Family, Ready for the FutureHow Comarch Helped Kiabi Modernize Loyalty
Founded 45 years ago by Patrick Mulliez, Kiabi’s mission was simple: make sure families look fabulous without breaking the bank. Fast forward to today, and with 450 stores in France, Portugal, Belgium, Spain, and Italy – and a global reach thanks to franchises – Kiabi is a household name. In 2023, they achieved €2.2 billion in revenue.
years of history
stores
billion in revenue (France)
loyal members
Kiabi’s loyalty program was like that old, trusty pair of jeans – reliable, but not quite in line with today’s trends. It worked well in the past, but shoppers have changed. They want more. More interaction, more connection, and more of that “I’m part of something cool” feeling. Kiabi was ready to revamp their loyalty program to reflect the brand’s modern, innovative, and family-friendly vibe.
As Léna Hilmoine, Kiabi’s Customer Engagement Lead, put it:
"We appreciated Comarch's solid and realistic project structure, as well as their detailed product roadmap."
After a thorough search, Kiabi chose Comarch. Why? We’re flexible, we play well with others (thanks to our open APIs), and we could deliver a solution by the ambitious deadline – the start of the 2024 school year. We knew we had to bring our A-game to seal the deal!
Moving from an on-prem solution to a sleek, open SaaS infrastructure? Done! This helped Kiabi scale and ensured smooth communication across all their touchpoints. It was like upgrading from dial-up to fiber optic internet – everything just works faster and better.
Comarch’s Customer Loyalty Marketing Platform is the real deal. It blends transactional (buy stuff, earn rewards) with relational (let’s build a connection) features, complete with a flexible rules engine and a rewards catalog that’s more versatile than a Swiss Army knife.
From start to finish, Comarch worked side-by-side with Kiabi. We didn’t just deliver a product and say “good luck!” We provided technical, commercial, and strategic support every step of the way. Regular meetings, steering committees – you name it. This was a team effort!
The clothing brand ultimately wanted to make its customers feel like they’re part of the Kiabi family while rewarding them for their purchases and engagement. The new "En Famille" program rolled out first in France, with plans to go global (Italy, Spain, Belgium, and Portugal).
Here’s how Kiabi’s new omnichannel program works:
This wasn’t a “one-and-done” kind of project. The 12-month journey was a success thanks to the tight collaboration between the Kiabi and Comarch teams. From day one, we provided strategic guidance, and after launch, we continued fine-tuning to make sure the customer experience kept getting better.
By transforming its loyalty program, Kiabi is showing that they’re not just keeping up with trends anymore – now, they’re setting them. With Comarch’s help, Kiabi is on track to make loyalty more personal and meaningful than ever before.
The next phase is coming in July 2025 – get ready for the loyalty program to expand across Belgium, Italy, Spain, and Portugal. The Kiabi family keeps growing
Comarch’s solutions allowed Kiabi to transition from an on-premise to a SaaS-based platform, offering open APIs and strong support for the loyalty program.”
Laurent Gaquière,
Loyalty Program Director at Kiabi
