Loyalty platform in Colombia: what to require
Resources · Country
A loyalty platform for Colombia has to run a points or rewards program that handles payments by card, Nequi, Daviplata, and PSE; partnerships between brands; and the country's personal data protection law. Qurable is a loyalty platform built in Latin America, with programs in production in more than 6 markets across the region.
- StoreQR code or wallet pass
- CardReward at payment
- WalletNequi · Daviplata
One base
- EcommerceCard or PSE
- PartnersBrand partnerships
- Personal dataAuthorization by channel
- < 50 msRecognizes the member
- ~150 msDecides the reward
- < 1 sRecords the purchase
Qurable in the region
Fuel, quick-service restaurant, airline, and retail programs already run on Qurable in Latin America.
MostaClub launched in three countries at once, TRIBU reached production in 45 days, and SKY Plus has more than 70 partnerships. Figures come from the published case studies.
- 6+Markets with programs in productionIn Latin America
- 3 countriesIn a single launchMostaClub: Argentina, Uruguay, and Paraguay
- 45 daysTo productionTRIBU, by Grupo Dabra
- 1.7M+Active usersSKY Plus, by SKY Airline
Key takeaways
- In Colombia, payments go through cards, wallets like Nequi and Daviplata, PSE, and instant payments: that's where the reward has to be decided.
- Brand partnerships are common: the platform has to record each partner's contribution and the liability in Colombian pesos.
- Qurable runs programs in more than 6 Latin American markets, with MostaClub, SKY Plus, and TRIBU among its published cases.
The options
What are the best loyalty platforms in Colombia?
It depends on the program's size: in Colombia, companies evaluate local platforms like Leal, coalitions like Puntos Colombia, enterprise platforms like Qurable, global vendors like Comarch or Talon.One, and merchant apps like Stampet. For a large company, the deciding factors are whether the reward is resolved at payment and whether liability in pesos is visible in real time.
| Platforms | What to ask them | |
|---|---|---|
| Local platforms | Leal | What program size they support today, which countries they operate in, and whether they decide the reward inside the payment or afterward |
| Points coalitions | Puntos Colombia | Whether joining a coalition or running your own program suits you better, who owns the customer data, and what each point costs you |
| Enterprise, built in Latin America | Qurable | Programs in production in the region, liability by currency and country in one program, and the reward decided inside the payment authorization |
| Global, operating in the region | Comarch, Open Loyalty, Antavo, Capillary, Talon.One | Who handles implementation and support from Colombia, during which hours, and which local wallets and payment gateways are already integrated |
| Loyalty modules of CRM suites | Salesforce Loyalty Management, SAP Emarsys | Whether the points ledger and the liability in pesos come built in or must be built |
| Tools for merchants | Stampet, Kangaroo, TapMango, and points or stamp apps for SMBs | Whether it supports several brands, millions of members, and enterprise integrations |
An indicative list, in no particular order, built from the platforms that most often appear in searches and evaluations in Colombia.
The Colombian market
What a loyalty program has to handle in Colombia.
A points program in Colombia lives alongside digital wallets, instant payments, and brand partnerships. That defines what to require from the platform.
Wallets and instant payments
A large share of payments goes through Nequi, Daviplata, PSE, and Bre-B, the instant payment system of Colombia's central bank. The reward has to arrive with that payment, not in a month-end process.
Coalitions and partners
Coalition programs are common in Colombia. If your program adds partners, the platform has to record each partner transaction and each party's contribution.
Card-linked rewards
Banks and merchants team up to offer discounts and cashback on cards. The reward has to be decided inside the authorization, not on the statement.
POS and ecommerce
Integration with the POS and ecommerce platform the chain already uses, and sales that keep going even if the loyalty system doesn't respond.
Personal data
Law 1581 of 2012 on personal data protection, enforced by the Superintendence of Industry and Commerce: data subject authorization, a stated purpose, and traceability.
“Programa de fidelización”
In Colombia, “programa de fidelización” and “programa de puntos” are the usual terms. Use them in the app, in communications, and for search.
What to require
The questions to choose a platform in Colombia.
Before you choose, ask the vendor to show you each of these in production, not in a slide deck.
| Requirement | What to look for |
|---|---|
| Is liability in Colombian pesos visible in real time? | Liability by store, campaign, and expiration, without waiting for the month-end close. |
| Can the point value change without development? | Spend-based rules and earning and redemption rates editable from the console, with effective dates. |
| Is the reward decided inside the payment? | Discount, cashback, or points in the card authorization, in milliseconds. |
| What happens when the customer pays with a wallet or PSE? | Ask to see in production how it records the purchase and grants the reward when payment comes through Nequi, Daviplata, PSE, or Bre-B. |
| Does it record each partner's contribution? | In a co-funded promotion, how much each brand pays and how many points are issued, reconciled by partner. |
| What happens if it goes down? | Sales aren't blocked: earning is queued and recorded when the system is back. |
| Does it record data subject authorization by channel? | Date, source, and version of the accepted text, and deletion of personal data with an audit trail. |
| Which certifications does it hold? | A current information security certification, such as ISO 27001, and details on where the data is hosted. |
| Does it have programs in production at a volume like yours? | Clients you can call, in your industry or one with similar volume, in Colombia or in the region. |
| Who handles implementation? | An in-house team that knows the product, with a time to production measured in months, not years. |
Cases in the region
Programs that already run on Qurable in Latin America.
Quick-service restaurants, airlines, retail, and payments: real programs in other markets in the region, with the results we publish. Use them as a reference for a program in Colombia.
Quick-service restaurants
MostaClub, by Mostaza
Launched simultaneously in Argentina, Uruguay, and Paraguay, integrated with a new app and ecommerce site, with payment built into the experience.
- Reach
- Three countries in a single launch.
Airline
SKY Plus, by SKY Airline
Points, missions, three tiers, and more than 70 partnerships, with a real-time Sabre integration.
- Result
- More than 1.7 million active users.
Multi-brand retail
TRIBU, by Grupo Dabra
One program and one customer base for Dexter, Moov, and Stock Center, in store and online, with a partner ecosystem.
- Result
- More than 1 million members in the first year and 45 days to production.
Payments
Cashback at payment
Pomelo, Santander Perú, Banisi, and Konfío deliver cashback at payment with Qurable.
- Status
- In production.
With Qurable
Your loyalty program, decided at payment.
Qurable recognizes the member, decides the reward, and records the purchase while the payment is authorized, with liability in Colombian pesos always visible.
Recognizes the member at checkout
With a QR code that changes every 30 seconds or an Apple Wallet or Google Wallet pass, in under 50 ms (p95, server-side).
See member dataReward inside the payment
Discount, cashback, or points decided in ~150 ms inside the authorization, with the card and the chain's POS.
See loyalty at paymentLiability in Colombian pesos, in real time
A double-entry ledger with liability by currency, country, store, and expiration, and each partner's contribution to co-funded promotions.
See the points ledgerConnected through an API
REST API, signed webhooks, and a daily export to the data warehouse to connect your POS, ecommerce, and payment methods.
See the platform
Questions
What people ask about loyalty in Colombia.
For marketing, loyalty, technology, and finance teams at Colombian companies.
It depends on the program's size: companies evaluate local platforms like Leal, coalitions like Puntos Colombia, enterprise platforms like Qurable, global vendors like Comarch or Talon.One, and merchant apps like Stampet. For a large company, Qurable decides the reward inside the payment in ~150 ms and tracks liability in pesos in real time, with programs in production in more than 6 markets across the region.
Its published case studies are from Latin America: Shell Box and ON by Axion Energy in Argentina; Mostaza's MostaClub in Argentina, Uruguay, and Paraguay; SKY Airline's SKY Plus; and Grupo Dabra's TRIBU. Cashback at payment is in production with Pomelo, Santander Perú, Banisi, and Konfío.
A coalition gives you reach from day one, but the customer data and the relationship are shared. Your own program, with the partners you choose, keeps the data and the rules in your company and lets you measure each partner's contribution.
With cards, Qurable decides the reward inside the authorization, in ~150 ms. With wallets, PSE or instant payments, your system reports the purchase through the API once the payment is confirmed, and Qurable records the points or reward at that moment.
Qurable records authorization by channel with the date, source, and text version; can run on pseudonymized identity; lets you delete personal data with an audit trail; and is ISO 27001 certified. This isn't legal advice: your legal team defines the data processing policy.
The pilot goes live in 1–3 months, whether you migrate an existing program or start from scratch, and Qurable's team runs the implementation. Grupo Dabra's TRIBU reached production in 45 days.
Last reviewed
Further reading
Keep reading about your program in Colombia.
Guides to evaluating a platform, and cases from the region.
- ResourceEnterprise loyalty in Latin America
What to require to run one program across countries.
- ComparisonQurable vs Leal
Two platforms built in the region, side by side.
- ModuleLoyalty coalition
Partners, points exchange, and co-funded promotions.
- ResourceCoalition economics
How value moves between brands and how it's reconciled.
- CaseMostaClub case, by Mostaza
One program in three countries, launched at once.
Does your program run in Colombia?
In a 45-minute technical session, we'll show you how Qurable would decide the reward in your payment flow and track your liability in Colombian pesos.