Mahou San Miguel – Intelligent loyalty and full digitalization of the Rentabilibar/Nexho ecosystem

CRM & Marketing Automation to Connect
Retail

+400% increase in user registrations
100% of points of sale with digital visibility of the loyalty program
+15% increase in adoption of services linked to the program
+35% improvement in product catalog conversion

Boosting numbers for every company

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Overview

Mahou San Miguel chose us to digitalize and scale its Rentabilibar/Nexho loyalty program, connecting venues, distributors, and points of sale in a unified, fully automated Salesforce platform.

Redesign the B2B loyalty platform architecture from scratch
Integrate external systems and commercial data in real time
Create a dynamic, scalable consumption-based loyalty model
Ensure frictionless experience with full traceability

As a leader in the beer and hospitality sector

Mahou San Miguel aimed to transform its relationship with points of sale, rewarding commitment and promoting digital adoption. The challenge was to manage thousands of venues and distributors, integrating consumption data, promotional campaigns, and personalized communications under a single Salesforce platform.

Together with Mahou’s team, we developed a tiered loyalty model (Bronze, Silver, Gold, Platinum) fully automated and integrated, implemented Sales Cloud, Marketing Cloud, and Experience Cloud, and digitalized distributor management with secure, traceable portals.

This case demonstrates how automation, data integration, and personalized experience design can transform a traditional loyalty program into an intelligent ecosystem that strengthens client relationships and drives business performance.

Solutions

Goal-based loyalty01

Redesigned Rentabilibar/Nexho data model to accurately reflect relationships between venues, distributors, and users, enabling dynamic campaigns based on points and consumption targets

Full automation and tiered model02

Created a scalable loyalty system with automated point multipliers and assignments based on consumption, service adoption, and purchases; tier levels applied dynamically across all points of sale

Personalized omnichannel communication03

Implemented Salesforce Marketing Cloud for automated communications, scheduled and on-demand, with advanced segmentation and venue-specific personalization

Adoption and training04

Introduced flexible redemption combining points and euros in the rewards catalog, boosting conversion and revenue

Secure digital distributor portal05

Built with Experience Cloud and Identity to ensure robust authentication, case traceability, secure data access, and reduced operational support

Real-time data and analytics06

Integrated external sources and designed ETL processes to synchronize consumption, points, and campaign results, delivering updated dashboards and reports for program management.