Campaign: Customer Loyalty Programme
Client: Ajmal Perfumes

Quick Overview
Despite having a reward programme, Ajmal Perfumes was spoiling its customers through discounting and in process affecting its brand value. The challenge was to rejuvenate customer relationship thru a reward strategy.

Solutions:
Data Direct proposed a new cumulative strategy for customer rewards and implemented the complete programme thru chalking customer expectations, defining a new identity for the programme translating to emotional creative and rational rewards. As a test phase, we started the programme locally in UAE.

• Constructively creating and training customer touch points
• Qualifying selective customer database to the new programme through their purchase habits
• Developed a new identity for Ajmal Loyal Members – Ajmal One
• Assessing historic database to define valuation for enrollment, rewards and benefits
• Implementing new member recruitment parameters for enrolling into Ajmal One rewards and benefits
• Putting accumulation, redemption, and transaction processes in place across Ajmal departments
• Defining processes to a centralized managed loyalty system, managing the transformation
• Defining clustering parameters, relating profile to customer valuation, transaction analysis, and conceptualizing periodic promotions

Conclusion
The change has brought in new expectations from customers. At the same time, Ajmal as a brand have graduated to a value brand rather than a discounting brand with its most paying customers – Ajmal One Members. This new combination of emotions and rationale is affecting sales positively. Hence, Ajmal have decided to implement this complete programme regionally.