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Ekuep is the largest online restaurant/cafe equipment supplier in the GCC region and one of the most trusted brands to meet the growing demand of restaurants, cafes, and hotels in Saudi Arabia, UAE, Bahrain, Oman and Kuwait.
The company has launched a customer loyalty program for their e-commerce F&B platform and a digital marketplace to enhance the shopping experience and reward customers so that they feel welcome, taken care of and are incentivized to come back.
A loyalty program strengthens emotional connections with ecommerce customers by offering value-focused rewards and experiences.
The team at Ekuep wanted to improve the shopping experience in order to shorten the time to first purchase and increase purchase frequency. These were the primary goals for Rowad - an exclusive loyalty program designed to enhance the shopping experience.
“We collected feedback from returning customers who were anticipating a different experience than one-time customers. That was the trigger to launch the Rowad program designed to reward regular customers and incentivize them for coming back."
"We wanted to implement an appreciation system for customers that improves our business performance, such as offering personalized experiences and benefits based on their spending volume.”
Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group
Here’s how Ekuep uses Open Loyalty to power Rowad with loyalty mechanics and incentivize customers to stay loyal to the brand.
Rowad - an exclusive loyalty program designed to enhance the shopping experience with Ekuep - the go-to e-commerce F&B platform and digital marketplace in the Middle East.
“With the program customers receive points for every purchase. They can redeem these points directly at the next purchase or they can redeem a voucher providing a higher discount."
"In our industry, the sales cycle takes from 6 months to a year. Soon after the program launch, we’ve observed improvements in the time to second purchase and the basket value. I believe it’s because our customers now accumulate a substantial amount of points for their purchases, incentivizing them to return and redeem those points.”
Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group
Users who create an account on Ekuep are automatically enrolled in the program.
Members can earn points on their purchases and use them to get discounts or redeem them for selected products or rewards. They also access exclusive promotions, and enjoy personalized offers.
For every Riyal spent, members earn a certain number of points. Also, they can earn points by completing one of the "challenges" like writing a review, taking a survey, or completing the business profile, e.g.:
“We incentivize completing the business profile so that we know exactly how we can help our customers and personalize their experience.”
Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group
Members can view their loyalty points balance by logging into the Ekuep account and accessing the loyalty program section.
Members redeem points by choosing their preferred benefit and clicking on it to get the redemption code.
“My perspective is 60% focused on providing value to customers and enhancing the customer experience, and 40% focused on directly impacting the business. I believe that ultimately, this approach will foster better relationships between the business and customers, resulting in higher purchase values and recurring purchases with shorter lead times.”
Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group
"Allow members to redeem their points in partner networks. You build loyalty when customers have positive experiences with your brand."
Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group
“We run surveys to get feedback from customers. I need to know if we invest in features our customers will use. For example this is how I’ve learned that our customers were looking for ways to use their points outside Ekuep. You can also consult your customers on the partnerships so that they use vouchers.”
Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group
The loyalty engine is integrated into a proprietary ecommerce platform and powers the program with the following features:
The Rowad rewards program is being constantly developed. Currently, the team plans to implement tier structure in order to provide different member segments with different status perks.
“We improve our ecommerce platform constantly and we need a flexible loyalty platform. Open Loyalty keeps up with the changes.”
Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group
Raqtan and Open Loyalty are perfect partners when it comes to building an exceptional shopping experience and providing incentives for customers to come back.
“Open Loyalty is an excellent choice because of the wide range of loyalty and gamification mechanics it offers, along with resources that help you understand how to use these features in your loyalty program. You can begin with a simple MVP and gradually incorporate features with the greatest potential to impact your business.”
Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group
