Evolving Loyalty in the GCC: key event takeaways
On June 25, tms hosted an invite-only panel discussion in Dubai to reveal insights from our comprehensive loyalty study conducted across the UAE, “Evolving Loyalty in the GCC.” Held at Nobu, Atlantis the Palm, we invited Nida Unas, Director of Loyalty at Alshaya, and Mary Coyne, Behavioral Science Regional Lead at Ipsos, to speak to a room of leading executives from the Loyalty industry about the current and future business landscape.
Our proprietary research studied 489 consumers in the UAE across Gen Z, Millenial, and Gen X generations to reveal how loyalty programs can evolve with today’s consumer desires and stand out from the crowd to build brand love.
Research found that in the UAE, 74% of customers consider loyalty programs ‘extremely’ or ‘very important,’ significantly higher than in the UK (44%) and the US (57%). While traditional offers like free shipping and earning points are still valued, consumers like Gen Z get more excited when the loyalty program connects with culture through exclusive experiences.
Younger customers are just not as motivated by money-saving offers or collecting points. They are inspired by ‘loyalty experiences’ and are looking for relevant cultural entertainment and ways to deepen their engagement with brands. Retailers and brand owners should take note – a new world of loyalty is emerging.
Gen Z is transforming loyalty expectations, seeking culturally relevant experiences and deeper brand engagement rather than points and discounts. Brands worldwide are responding by reinventing loyalty programs, such as KFC’s Rewards Arcade in the UK and Starbucks’ Odyssey in the US, focusing on emotional connections and cultural relevance.
To win over the next generation, brands must align loyalty programs with customers’ needs and lifestyles, creating a sense of identity and belonging through relevant brand experiences.
Read more about the event and our findings: https://www.tmsw-insights.com/dubai-event-takeaways/
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