Seeking a unique customer engagement tool, RedTag, a leading value fashion and home stores chain in Dubai, has launched its first loyalty program -- ‘rt rewards’ by REDTAG -- leveraging Capillary Technologies’ cloud-based suite of Intelligent Customer Engagement solutions.
Vaibhav Khamesra, Associate Director of Marketing for Capillary Technologies, told Loyalty 360 that the Middle East fashion market is intensely competitive “due to cultural considerations, conventional retail engagement architecture, and extremely brand-loyal customers.” As a result, RedTag wanted to create a definitive competitive advantage by offering a unique proposition to its customers.
“The launch of rt rewards by REDTAG is purposefully built driven by an in-depth customer and purchase analytics process that ensures customers are always engaged with relevance and preferential rewards,” Khamesra said.
The rewards program launched in mid-February in the UAE (United Arab Emirates), but will soon expand to seven other countries – KSA, Oman, Bahrain, Qatar, Kuwait, Yemen, and Jordan -- in the Middle East where RedTag has existing outlets or is planning to open new stores.
According to Khamesra, the main components of the rt rewards program are: real-time earn & burn rewards; targeted campaigns and personalized in-store engagement; consistent multichannel customer experience (in-store, online, social media), and analytical insights to drive personalized and relevant customer engagement.
RedTag offers a rewarding in-store experience linked to a loyalty program that customers can access using either loyalty cards or mobile phones, Khamesra said. The program uses a predictive analytics model to determine customer needs based on customer and purchase data and designs campaigns accordingly. Customers can also conveniently manage loyalty points on the ‘rt rewards’ web portal on RedTag website.
Khamesra said the Intelligent Customer Engagement program is unprecedented in the Middle East because it solely revolves around customer-centricity and relevant engagement on all channels.
“The goals of the program are to create a personalized customer experience, both in-store and multichannel, build marketing engagement programs with customer, purchase, brand, store and product level targeting, and reward loyal customers to reinforce brand fidelity and drive conversions,” Khamesra said.
Khamesra said the “rt rewards” by REDTAG is unique because of its card and mobile hybrid program for customer convenience; real-time Earn & Burn of rewards; personalized marketing programs for relevant customer engagement; and a unified loyalty program across multiple geographies.