Henkel Ceresit

B2B Loyalty Program

Program Overview

Henkel is the world market leader in adhesives, sealants and functional coatings for consumers, craftsmen and industrial applications. In 1998, Henkel’s subsidiary in Sofia began building up Henkel’s traditional business.


Henkel Bulgaria was looking for a valuable tool to differentiate their brand, part of the Adhesive Technologies Division, in order to reach more customers and reward them for choosing their brand.

The company was also looking for a tool to motivate distributors to provide the brand’s products and to reward them for their performance.


Henkel’s solution is a co-branded loyalty program offering benefits for both distributors and end customers.

Different incentives are provided to all parties throughout the value chain (both B2B and B2C) allowing members to collect loyalty points and exchangethem for different rewards.

Thus, LOYAX managed to provide and end-to-end solution for increasing customer loyalty and building stronger relationships with both wholesale distributors and end customers.