Comarch Clients and Experts Shine at the Inaugural 2025/6 African Loyalty Awards

We are thrilled to announce that several Comarch clients have been recognized for their excellence at the first-ever African Loyalty Awards. With wins and high commendations for brands like bp and Kenya Airways, the event celebrated the most innovative and impactful loyalty strategies across the continent.

The 2025/6 African Loyalty Awards, hosted by Truth in collaboration with the African Loyalty Association, set a new benchmark for excellence in the region. Judged by a panel of international and local experts, the awards recognize programs that deliver real value, innovation, and commercial results.

BP: A Triple Success in the Fuel Sector

A standout performer of the evening was BP, a key Comarch partner. Since the launch of its proprietary loyalty offer in July 2024, BP has seen extraordinary growth, including a 7 percentage point gain in market share.

The judges recognized BP across several prestigious categories:

• Winner – Best Loyalty Programme in Africa: Fuel: Awarded for delivering tangible value through its "Swipe-Swipe" marketing campaign and issuing over $7 million in cashback rewards.
• Winner – Best Partnership Programme of the Year: Together with Pick n Pay, BP redefined the landscape with a dual fuel-grocer rewards ecosystem that grew total rewards to $11 million.
• Highly Commended – Best Long-Term Loyalty Programme: BP was praised for its "courageous execution" and operational excellence at scale.

Kenya Airways: Elevating the Travel Experience

Kenya Airways and its Asante Rewards program also received high honors, proving that culturally authentic loyalty can drive significant emotional and commercial impact.

Kenya Airways was recognized in two major categories:

• Highly Commended – Best Loyalty Programme in Africa: Travel/Hospitality: Judges noted the program’s ability to embed loyalty into everyday life through a digital-first, omnichannel experience.
• Highly Commended – Best Long-Term Loyalty Programme: East Africa: The program was celebrated for its "customer-first mindset," utilizing member feedback to enhance services and routes.

Comarch Expertise on the Judging Panel

Comarch’s influence at the awards extended beyond our clients’ success. We are proud to highlight that Jakub Socha, representing Comarch, served as a member of the elite judging panel.

The panel consisted of eight seasoned professionals who evaluated entries against global standards. Jakub’s participation underscores Comarch’s position as a thought leader in the loyalty and CRM space, contributing deep industry expertise to help identify the best-in-class programs across Africa.

"BP’s success with the 'Swipe-Swipe' mechanic proved that you can turn a simple transaction into a high-engagement event, while Kenya Airways demonstrated that a digital-first, culturally authentic approach is the key to building emotional resonance in the travel sector. We at Comarch are incredibly proud to partner with these leaders as they set the new global benchmark for loyalty excellence" – says Jakub Socha, Head of Sales at Comarch.

As the loyalty landscape in Africa continues to evolve, Comarch remains committed to providing the technology and strategic support necessary for brands to win. We congratulate all the winners and look forward to the 2026/7 awards cycle!