(MENAFN- Khaleej Times) Consumers in the UAE are generally well aware of the loyalty programmes in the country, while further education in this regard will strengthen their affiliation, pioneers of the rewards initiative in the region said in interviews with Khaleej Times.
Mark Mortimer-Davies, CEO of Air Miles Middle East, and Tim Jones, COO of Lamcy Plaza, were speaking at celebrations to mark 10 years of their successful association this month.
Both companies share the distinction of being pioneers in their fields. Air Miles introduced the region's first loyalty programme and Lamcy Plaza was the first mall in the region to offer an innovative version of the Air Miles programme to its customers. Today, shoppers at the mall can redeem or convert their accumulated Air Miles points for Lamcy gift vouchers and, therefore, shop for free.
"The demographic here is highly engaged in their programmes of choice - whether a company-specific programme or a coalition loyalty programme," Mortimer-Davies explained.
He gave the example of his Air Miles, where he said they work with mulitiple brands and sectors making it easier for the consumer to gain rewards.
There are so many different types of programmes out there, so the key is making the programme distinctive and relevant, he said.
Asked if consumers need further education to benefit from rewards programmes, Mortimer-Davies said: "We are continually educating our members and communicating with them - it's a major part of our communications strategy - whether it be a shopping or reward promotion."
Jones of Lamcy Plaza agreed: "Of course, learning never ends and education programmes are always most welcome."
"More than two billion Air Miles have been redeemed at Lamcy Plaza, with over 700 million Air Miles issued at the mall in the last 10 years. These numbers are a testament to the success of this tie-up and reflect the value that our shoppers get from it," said Jones.
"Of course we are very satisfied," he added.
"With three billion Air Miles changing hands it has undoubtedly over-achieved in terms of our original expectations," Mortimer-Davies said of the programme.
"Loyalty can be measured by a relationship that endures. Any relationship requires partners that work collaboratively together as Air Miles and the management at Lamcy have done," said Mortimer-Davies.
About future projections, he said: "Yes, we would want to cross the five billion mark for redemptions and at least two billion points for issuance."
"We are currently working with Lamcy on next year's strategy and part of this is listening to customers and members to determine where we go forward to maximise the rewards we offer to our members and, of course, Lamcy Plaza shoppers," Mortimer-Davies disclosed.
He added: "Our members and Lamcy Plaza shoppers can look forward to fantastic developments we have planned to ensure their loyalty experience remains cutting-edge and relevant."
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