M&AAustralia
CBA's Yello Program Boosts Retail Offers with Top Partnerships
Commonwealth Bank's Yello loyalty program is being used to acquire new business banking customers in retail who'll receive better placement for their offers in the CBA app. CBA is following Afterpay's search success (Afterpay's Shop Directory search function became the biggest after Google for many fashion retailers) with the largest retail customer base. Current CBA retail partners include Disney Plus ($30 cashback), Amazon, Coles Group, Chemist Warehouse, JB Hi-Fi, THE ICONIC (25% discount), Menulog and Uber. CBA is co-funding some of the offers to boost their attractiveness.