Customer loyalty
ASWAAQ
Customer loyalty
Nonetheless , customer engagement remains vital for aswaaq . Discarding its physical loyalty card five years ago , the company ’ s digital loyalty program , named Wafa , has become fully integrated with a customer ’ s mobile number , where all services can be now accessed . “ We have almost 80,000 customers on this app . We don ’ t have a card , it is now completely mobile ,” notes Vijayan .
“ Our loyalty card is something we started 10 years ago . However , most loyalty cards focus very much on members being UAE nationals ,” observes Al-Khoori . “ So , we took that idea and built it up , so that we are now able to include everybody who ’ s living in Dubai and cater for up to 200 nationalities , for the people who are living in the heart of Dubai .”
Through the use of this digital platform , aswaaq is able to track the popularity of its products and the frequency in which its customers visit its brick and mortar stores , where they can gain and redeem traditional loyalty points . All items on offer also have a unique QR code , which is utilised by customers at aswaaq ’ s self-checkout services , creating a completely seamless customer experience across the board .
“ This loyalty program applies to everybody . It is free to join and can pay up to 10 % cash within the next month ,” explains Al-Khoori . “ So , it focuses a lot on the loyalty of our customers , where they will be eligible to gain points leading up to 10 % in
224 April 2018