What we did
In 2007, SNB, a leading financial institution in the region, wanted Collinson to create a travel proposition card, Amyali, that would grow and reward their frequent traveller segment, support their branch partner network and drive cross-border spend. Over the years, the programme scope evolved and extended beyond SNB’s initial needs. Additionally, their portfolio of cards and related reward propositions grew in size and complexity, becoming difficult to manage.
In 2015, SNB started consolidating all the cards into one product, the Al Ahli Credit Card, with one reward platform called Lak Rewards.
The Amyali platform, that we created, was selected for the new Lak Rewards programme as it already contained travel rewards, eGift vouchers and points transfers, and could easily manage the evolving programme scope. We ensured that the programme delivers choice and personalisation by targeting different segments with relevant rewards and offers, using our platforms of Realtime-XLSTM, SmartRedeem TravelTM and real-time APIs with partners.
The programme was a pioneer of its time and continues to lead the market. Today Lak Rewards welcomes over 20,000 visitors per day compared to 12,000 in 2016.