- Design industry shaping loyalty programs
- Integrate easily and go live quicker
- Deliver hyper-personalized consumer experiences
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By7 Min Read
March 01, 2023
Dubai is one of the leading cities in the Middle East in innovation, creativity, and development. UAE was ranked first in the MENA region for doing business in the World Bank Group’s 2020 Ease of Doing Business survey. The country offers great benefits for entrepreneurs to build their businesses and implement strategic practices to support trade.
Events and festivals have always been a major source to attract tourists and increase trade globally. Likewise, in Dubai, His Highness Sheikh Mohammed bin Rashid Al Maktoum (Vice President and Prime Minister of UAE) started Dubai Shopping Festival as a city event to promote retail businesses in 1995. He led the foundation of the Dubai Events and Promotion Establishment (DEPE) – now Dubai Festivals & Retail Establishment (DFRE), dedicated to conducting and managing Dubai festivals and events. For 28 years, DSF has contributed majorly to tourism marketing and retail trade in the UAE. ”Providing luxurious customer experiences” always remains the primary focus for Dubai’s trade & tourism authorities.
Several premium Emirati brands participate in DSF every year and use intriguing approaches to engage with shoppers. There is some surprise element in every DSF you haven’t seen elsewhere. Here we will focus on the approach DSF took in 2023 to improve customer engagement, which you can also use for your business. Also, we will talk about loyalty programs DFRE & Emirati brands deployed to drive brand loyalty.
“Guess & Win” that’s a simple strategy to solve the mystery of DSF Black Box. DFRE placed rewards for customers in Dubai’s 3 premium malls – Mall of Emirates, City Center Mirdif, and City Center Deira, one at a time. They rewarded 3 winners, one at each mall, who guessed right about the reward inside the black box.
Key Takeaways –
Here’s how Capillary’s Engage+ can assist in the goal of increasing store visitors. It lets you personalize interactions with your shoppers using targeted campaigns across multiple channels. With the below features, you can do much more than the implementation of such events–
That’s the signature promotion of DSF for customers to win incredible surprises like 75″ Sony TV, the iPhone 14 Pro Max, and more. It was a 10-day long discount offer open for anyone who shops for AED 500 or more from any of the 10 participating brands like Eros, Galeries Lafayette, and more. They announced DSF lucky receipt winners on their Instagram, Facebook, and Twitter handles.
Key takeaway –
This gives you another channel to understand your audience a bit more with their social interaction patterns. Here, comes the role of Facebook Campaigns you can create with Capillary’s Engage+.
Utilize your existing target audience groups on Engage+, linking your official Facebook Ad account to your Engage+ organization’s profile. You can build a better connect with your newly added followers and give them offers on their next orders. You can run and manage as many as campaigns together as you want to create for different target audiences with variable marketing objectives.
Golden Tickit – a loyalty app by Dubai Holdings (A real estate company of Dubai’s Ruler Sheikh Mohammed bin Rashid al-Maktoum) to let visitors and shoppers instantly earn and redeem points at DSF 2023. The app lets users sign up feeding their UAE-issued Visa or Mastercard. It is a group loyalty program designed for customers to earn reward points across diverse activities. While shopping in a mall, staying in a hotel, visiting theme parks, or dining in any restaurant, there is a reward for customers for every Dirham spent. Moreover, the app offers weekly prizes, daily awards, and a chance to earn double points on partnered brands.
Key Takeaways –
SHARE rewards – UAE’s renowned conglomerate lifestyle reward program by Majid Al Futtaim gave an opportunity for its customers to win 1 Million reward points by shopping from them in Dubai Shopping Festival. They ran 12-hour campaign where their 100+ partnered brands located in City Center malls & Mall of the Emirates gave up to 90% discounts. A lucky winner of that campaign could unlock the chance to win 1 Million SHARE points. As a SHARE member, the winner will be able to redeem rewards to any of their 2300 stores within 16 shopping malls.
Key Learnings –
6thStreet.com and Club Apparel collaborated for a campaign, “DSF VAT ON US week,” under which they waived Value Added Tax (VAT) for shoppers for a week. More than 25 renowned brands like Aldo, Calvin Klein, Levi’s, and Beverly Hills Polo Club partnered with them in the VAT ON US campaign. Also, they rewarded 24 lucky shoppers of the week with 1250 Club Apparel points (worth AED1,250). Additionally, 7 most fortunate customers had the opportunity to win 10,000 Club Apparel points.
That overviews how DFRE, in association with Dubai’s premium retail brands, is driving customer engagement and brand loyalty in DSF 2023. Unleash new growth opportunities for your brand with us.
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The market largely perceives loyalty as a promotional stunt