Designing and Launching the First Instant Retail Reward Program in the Market Including More than 120 Brands

Beirut Souks is a leading shopping and leisure hub in the center of Beirut.

The Souks provide a vast and flexible space for people to gather and spend quality time, with many attractions like boutiques, outdoor markets, restaurants, entertainment centers, and activities for children. Today, they are a premiere shopping and leisure destination in the capital.

The Souks’ main objectives were to gather customer information, understand their preferences in order to enhance communication and offer their customers an improved shopping experience.

We launched a unique program that aligns with the Souks’ objectives, becoming the first coalition program of its kind in the region. We called it “CHOICE”, to capitalize on the ecosystem and the variety of tenants included in the program with over 120 tenants allowing visitors to instantly earn and pay with their points, and the flexibility in choosing how to manage points collected (pay with or gift points, create joint family accounts, pay parking tickets, and access exclusive privileges). We created an omnichannel experience throughout all touchpoints: in-store, mobile app, website, and customer care. The program’s competitive edge was that it identified the gaps in competitors’ loyalty programs and filled them 100%.