Emaar had several existing loyalty schemes offered by different business units, but the team could not successfully execute cross-business integration, thus offering reduced benefits to end users.
In addition, none of their existing programs could connect to and drive the core property business, which comprises 75-80% of the whole group. There was also no interchangeability of reward points within the joint scope of services.
Partnership deals could extend the existing programs. However, this would require laborious and time-consuming agreements and tech integration, leaving consumers confused. Instead, with many competitor schemes competing for consumer attention, Emaar needed to break through the noise and achieve a global impact that matched their ambitions.
The pioneer of master-planned communities wanted to get involved in the Blockchain industry and create its digital asset to serve a common referral and loyalty system for the whole group, offering a seamless experience and payment combined with a captivating set of rewards that lead to acquiring and retaining customers. The digital asset had to include loyalty and payment providers aspects and be transferable between multiple ecosystem services.