Loyalty Program Setup

Agenda
1. Objectives
2. Employees Scheme Setup
3. Service Blueprint
4. Reward System
5. Setting Performance KPIs
6. Corporate Scheme Setup
Objectives
• To Influence Customers’ Behaviour
• Increase buying Intention
• Push for Repeat Purchase
• Use amenities / promotion codes as incentives
• Increase purchase Intervals
• Repeat Purchase
• Enforce a CRM System
• Increase Brand’s Engagement
Employees Scheme Setup
• Each Staff Member has an assigned code
• Through which the discount rate could be redeemed
• Discount rate is currently set for 25% for Dockland Staff Members
Service Blueprint

Email
Phone Number Service Location Newsletter
Card – Dockland Branded Card
Value Exchange
Staff Member Code Member Dashboard

Activation & Communication

Enrolment Usage
Redemption Track Points
Reward System
• Customer reward points system
• Special Discount on Selected items (Monthly Updated)
• Longer return days
• Personalized greetings to each customer on key Occasions
• Card validity duration
• Fixed discount after reaching a credit limits for loyal customers
• 1,500 = 5% Tier 1
• 2,500 = 7% Tier 2
• 3,500 + = 10% Tier 3
• To be examined according to the financial cost/member estimated a year
KPIs
• Revenue generated from each member – Card # or Code
• Number of Visits / Customer Retention
• Average Spend / Visit
• Customer Base count
Corporate Scheme Setup
• Devise Specialized schemes for corporate agreements – an estimate
discount of 15%
• Existing Corporate Agreements
• SHAN
• Pyramids 138
• Talaat Moustafa
• EMC2
• Potential Corporate Agreements
Sales Figures Since 1/11/2016 – To Date
STORE Total Sales
Grand PolarBear 708,064
Grand Dockland 1,366,651
Hassanin Dsouki 1,370,064
Dockland Shbien 330,469
• Total sales = 10,919,875 EGP
Dockland Mansoura 665,497
Grand DKL 960,196 • Average Value / Transaction = 500 EGP
Dockland BaniSouif 359,457
Dockland Heliopolis 290,502 • Total Number of Transactions = 21,840
PolarBear Helwan 674,747
DKL BaniSouif 172,111
• Targeted Loyal Customers Annually = 3,276 customers
Dockland Alharam 1,159,613
DKL AinShams 397,966 • Based on 15% of total transactions
Dockland Mokattam 412,363
DKL Zagazig 105,837
• Targeted Loyal Customers Monthly = 273 customers
Dockland Damnhour 195,690
Dockland Zagazig 31,642
Arafa Mall 1,197,348 • Targeted Loyal Customers / Store Monthly = 15 customers
Dockland KafrAlsheikh 62,078
PolarBear Alsaidah 459,580
Total Sales 10,919,875.00
Average Transactions @ 500 21839.75
Loyal Customers 15% 3,276
Point Value System
• Discount Value = 5%
• Redemption Point Value : 1 point = 1 pt.

• Example
Total Transaction Value Discount Rate Discount Value

(4000 EGP) X (5%) = 200 EGP

= 20,000 Points
GAP | Reward Program

• For every 1,000 Reward points

earned, you receive a $10
Reward Card to redeem at any of
our sites or in any of our stores.
Rewards cards are sent with your
monthly statement as enough
points accrue.