My life has always been about customers. About people.

Call this article my moment of reflection. When I turn back the clocks on my journey through loyalty, change management, customer experience, and community engagement, I see a path filled with ideas. I hope you do as you read along.

Let’s Go Back To The Source
When I first stepped foot into the world of loyalty marketing at Alshaya and later at Sultan , loyalty programs were in their infancy, characterized by traditional point systems and tiered rewards. The year was 1992, and The Sultan was pioneering one of the region’s first loyalty programs, setting the stage for a transformative journey ahead. When I had front-row seats to the birth of loyalty programs and later spearheaded their revamp, it became evident that brand loyalty was the focal point of every initiative. However, traditional approaches fell short in capturing the essence of loyalty, lacking the personalization and emotional connections that define modern-day marketing strategies.

Users Are People, Not Numbers
In a world where attention is a rarity, loyalty programs must transcend the ordinary to capture the hearts and minds of consumers. Back then, loyalty programs lacked the element of surprise and delight, relying on rigid structures and predictable rewards. By treating customers as mere numbers, brands failed to forge genuine connections, relegating loyalty to a transactional endeavor. However, times have changed, and brands must now captivate the imagination and ignite the soul to win the attention of their audience. Through personalized experiences and authentic interactions, loyalty programs can foster deeper relationships and inspire unwavering devotion from their customers.

Technology, The Chemical X.
With the advent of new-age tech like the internet, social media, and mobile technology, loyalty programs underwent a paradigm shift, embracing a new era of connectivity and engagement. Brands transitioned from transactional approaches to collaborative ecosystems, engaging customers at every touchpoint. The internet expanded brand reach globally, blurring the lines between online and offline loyalty programs and by extension, the ensuing user experiences. Social media revolutionized loyalty by fostering transparency and authenticity while emerging channels like mobile apps enabled personalized interactions. In this dynamic landscape, loyalty evolved into a dynamic dialogue, shaping the future of marketing strategies.

The Loyalty Program Of Tomorrow
At Sultan, revamping the loyalty program demanded innovation, creativity, and a deep understanding of the brand values and customer base.

Luckily, before going headfirst into the strategy, I quickly realized the importance of assembling the right team. With a strategic approach in mind, I handpicked a multidisciplinary team comprising experts in marketing, data analytics, customer experience, and technology. Each member brought a unique perspective and skill set to the table, allowing us to tackle the project from all angles. But more than just expertise, I sought individuals who shared our passion for delivering exceptional experiences and were committed to putting the customer at the center of everything we do.

With our team in place, we set out to build a structured customer journey, starting from the awareness stage. Implementing targeted marketing strategies, we raised awareness about our loyalty program, KANZEE, highlighting its unique selling points, such as

• Exclusive discounts,
• Personalized offers, and
• VIP perks.

Our goal was to capture the attention of potential members and create an interest in engaging with our program.

Moving on to the consideration stage, we recognized the importance of offering multiple channels for potential members to seek information and clarification about the program. From live chat support to FAQ sections and dedicated helplines, we aimed to exceed our customers’ expectations and address their queries promptly and effectively.

The next step in our journey was the conversion stage, where we focused on making the enrollment process quick, easy, and intuitive for potential members. Streamlining the process, we eliminated any unnecessary barriers and ensured a seamless experience from start to finish.

But our work didn’t end there. The key goal for us was retention and loyalty. While it was great to enroll members, our ultimate success depended on keeping them actively engaged with the program over time. To achieve this, we implemented strategies such as sending personalized offers, birthday rewards, and targeted promotions based on their preferences and behaviors. By continuously delighting our members and exceeding their expectations, we aimed to foster lasting loyalty and drive long-term engagement.

Drawing inspiration from the Japanese philosophy of Kaizen or continuous improvement, which emphasizes continuous improvement, I embarked on the journey of deciding input and output metrics for our loyalty program at The Sultan Center. Understanding that you can’t improve what you don’t measure, we meticulously selected five key performance indicators (KPIs) to guide us through our journey with our own loyalty program – KANZEE. Customer satisfaction emerged as a cornerstone, reflecting our commitment to delivering exceptional experiences. We constantly monitor

• Customer acquisition rate
• Market Growth
• Retention rate
• Net promoter Score and
• Redemption Rate

providing us with a comprehensive view of our program’s performance and areas for refinement.

But metrics alone are not enough. Selecting the right tools is equally crucial for managing a successful loyalty program. As I often say, “If cash is king, data is the queen.” We began by choosing a robust CRM platform capable of centralizing customer data and facilitating in-depth analysis. Features such as survey capabilities and sentiment analysis ensured that we could gather valuable feedback and insights from our members.

In tandem, we selected a comprehensive loyalty management software that empowered us to create, manage, and optimize our loyalty programs seamlessly. From points accrual and redemption to personalized offers driven by AI and machine learning algorithms, this software became the backbone of our program’s operations, allowing us to tailor experiences to individual preferences.

To harness the power of data, we implemented advanced analytics tools to gain actionable insights into customer behavior, preferences, and trends. Armed with this knowledge, we could personalize offers and rewards, ensuring that each interaction felt tailored and meaningful to our members.

Furthermore, we recognized the importance of effective tracking and attribution in designing a successful loyalty program. By segmenting customers based on factors such as frequency of visits, purchase history, and basket size, we could target our efforts more effectively and drive increased engagement and customer lifetime value(CLTV) .

But our work didn’t stop there. We also focused on tailoring marketing messages to different customer segments based on their preferences and shopping behaviors. By delivering relevant and timely communications, we could foster deeper connections with our members and enhance their overall experience with the program. From the design stage, we intended to offer more than just rewards within our own brand; our customers can redeem the earned points with our external partners as well. This not only enhances our relationships with other organizations but also broadens our reach across various industries, providing our customers with more versatile and valuable reward options.

Finally, we monitored key metrics such as Customer acquisition rate, Net promoter score (NPS) , Customer Retention Rate , redemption rate as well as market growth to assess the effectiveness of our loyalty program. By continuously analyzing these metrics, we could identify areas for improvement and refine our strategies to better meet the needs of our members. Our redemption rate is above industry average at a whopping +90% & NPS is constantly monitored maintaining an above 35% across concepts. We take pride in the fact that our KANZEE members have grown by 300% in one year and continue to grow and engage with the program.

Designing a loyalty program for The Sultan Center was a journey filled with challenges but also opportunities for innovation and growth. Through strategic planning, cross-functional collaboration, a data-first early-adopter mindset, and a relentless focus on delivering exceptional customer experiences, we were able to create a program that not only resonated with our brand values but also catered to the evolving needs of our customers.

Change Starts With Us
Executing a loyalty program is not just about technology – it’s about people, process and tools. As a leader, my role extended beyond driving technical aspects to inspiring change and championing customer-centricity. By fostering a culture of openness, continuous learning, and empathy, I empowered my team to embrace change and drive lasting impact. Through unconventional approaches such as gamification and storytelling, we connected emotionally with the customer’s journey, cultivating a shared understanding of loyalty’s significance.

What Does The Magic Crystal Ball Say?
As we peer into the future of loyalty marketing, one thing becomes abundantly clear – the MEA landscape is ripe for change as talent and maturity take shape in the right places at the right time. Personalization, authenticity, and community engagement will define the customer loyalty of tomorrow. Brands that embrace innovation and adapt to evolving consumer expectations will thrive in this dynamic landscape. From hyper-personalization to seamless omnichannel engagement, the future of loyalty marketing is bright with promise. First adopters will lead the charge into a new era of marketing, where virtual reality and immersive experiences elevate engagement to unprecedented heights.

My journey is only but a mirror that is people, process and technology. As we wade through these uncertain but exciting variables, one thing remains constant – the belief that keeping your special people happy will forge lasting relationships, and this belief will take care of your everything, be it business or life.