App-timising customer experience

Regis Schultz, President - Retail, Al-Futtaim
Regis Schultz, President - Retail, Al-Futtaim

Reward yourself every time you shop at Al-Futtaim stores in the country, and beyond

By Regis Schultz

Published: Thu 18 Feb 2021, 7:35 AM

Last updated: Thu 18 Feb 2021, 10:37 AM

Al-Futtaim's entrepreneurship and relentless customer focus enables us to continue to grow and expand, responding to the changing needs of our customers. Through our inherent customer-centric approach and persistent pursuit of perfection we are committed to continuously diversifying our offering to be able to deliver on our commitment. When the pandemic hit last year, our focus remained the same - how do we continue to deliver on our promise of enriching every day while adapting to ensure we could still stay close to our customers? From a retail perspective, our solution was simple - providing our customers with something that provided them both value and convenience.

In May 2020, we launched Blue Rewards, an app-based loyalty programme that harnesses the strength of Al-Futtaim's retail brands and partners under one roof, bringing together over 23 popular brands from automotive, home, leisure, dining, and health. The first ever retail loyalty programme in the region to offer cashback, is free to join and provides a variety of cashback and experiential rewards including; cashback on all items, including sale products (online and offline), exclusive offers from retail brands and partner brands; IKEA, Marks and Spencer, ACE, GUESS, Lexus, Toyota, Hertz, Lutetia, Orient Insurance, HealthHub, Al-Futtaim Travel to name a few and the opportunity to unlock thousands of 2-for-1 offers on dining, nightlife, leisure, holidays and more both in the UAE and across the GCC and Egypt.

Shopping has never been more rewarding - every time they shop, regardless of the amount, customers earn cashback for future purchases at their favourite stores, both from Al-Futtaim brands and our partner brands. Shopping unlocks thousands of 2-for-1 offers on dining, nightlife, leisure activities, holidays and more, so customers can enjoy the things that they truly love. Conveniently located in one place, customers just need to download the app to start earning and redeeming points, unlocking offers and more.

Blue Rewards was the result of extensive research and digital learnings to ensure the loyalty programme delivers a seamless customer journey for our retail and partner brands. We knew that we needed to adapt to the changing needs of our customers and invest in e-commerce to reflect the way our customers were shopping. Our research concluded that customers prefer directly translated rewards - rather than points whereby customers must figure out the points system, hence the direct cashback benefit of Blue rewards program. Another key insight was that younger shoppers prefer experiential rewards which led to us making the decision of having experiences, dining and leisure part of the programme.

Despite the pandemic, this digital-first programme has demonstrated that a compelling customer proposition goes a long way in driving member engagement and growth organically - we currently nearing one million downloads of the programme.

In addition to the exclusive offers and unlimited customer experiences in shopping, dining, entertainment and getaways, the programme has now added a gamification feature which allows customers to 'Play & Win' cashback. We will be adding more exciting features and benefits for our customers to enjoy in the coming months based on the insights we receive from customers. Geographically, while the programme is currently available across MENA, our plan is to launch across all our Asia markets later this year and we will continue to evolve our offering to bring the best brands and best value to our customers.

Established in the 1930s as a trading business, Al-Futtaim today, is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, UAE. Structured into five operating divisions; automotive, financial services, real estate, retail, and health; employing more than 42,000 employees in more than 20 countries in the Middle East, Asia and Africa, we partner with over 200 of the world's most admired and innovative brands.

Download the Blue rewards app and enjoy exceptional savings and rewards from Al-Futtaim Retail.


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