Al Tayer launches multi-tiered retail loyalty scheme

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By: Wise Marketer Staff |

Posted on July 10, 2007

Al Tayer launches multi-tiered retail loyalty scheme

The United Arab Emirates retail group Al Tayer has launched a new multi-tier customer loyalty programme called 'Amber' through which regular customers can benefit every time they shop at participating Al Tayer Group stores.

The new consumer-centric programme has three levels of membership (Amber Classic, Amber Select and Amber Plus), all of which were designed to reward loyal customers by offering them a common platform through which they can earn and redeem points at Al Tayer Group merchants.

Earning and burning While customers can earn points across Al Tayer Group's Fashion, Jewellery, Perfumes & Cosmetics and Furniture business outlets, they can redeem those points through all of those stores as well as for car rentals and travel options.

According to Vino El-Khatib, group general manager of marketing services for Al Tayer Group, the inspiration for the programme's name was the semi-precious gem Amber: "This is appropriate for a programme with a foundation built on years of serving our customers and building enduring relationships."

Membership terms Customers can join the Amber programme after spending at least 1,000 Dirhams (approx. US$272) in a single day at any of the Al Tayer Group Amber partner stores.

All members are enrolled in the basic (Amber Classic) tier but may earn upgrades to the Amber Select and Amber Plus tiers by earning a specified number of points within each calendar year.

Tiered benefits Members of each tier receive a set of benefits and rewards relevant to their level of Amber membership. These include redemption vouchers, bonus points on purchases made on birthdays and anniversaries, supplementary family cards, sale previews, special invitations to fashion shows and other in-store events, priority alterations, free jewellery polishing and watch repairs, and subscriptions to various local magazines and newspapers.

The programme will be operational at selected Al Tayer Group stores in the UAE, including Giorgio Armani, Dolce & Gabbana, Bottega Veneta, Gucci, Boucheron, Bvlgari, Azal, Harvey Nichols, Areej, Aati and several others. Also participating in the programme are other Al Tayer Group companies such as Al Tayer Travel Agency, Emporio Armani Caffe, Almaz by Momo's, Galler and National Car Rental.

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