Loyalty Strategy and Roadmap for a large GCC based Retail conglomerate SITUATION While their existing loyalty program witnessed significant growth in its member base, management had a perception that the program was still not delivering to its fullest potential. Management’s expectation from loyalty program was three-fold. ! Leverage rich loyalty data to drive favorable economics for their retail operations ! Create an aspirational pull for the program in the region they operate ! Become a cost-neutral entity in the medium term and eventually an independent profit centre with its own economics organization to help enable the strategy IMPACT Some of the issues driven by the lack of the Strategy were around member adoption levels dropping down, low revenue penetration and alarming

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