Majid Al Futaim – SHARE يشارك Branding
Real Loyalty, Not Deal Loyalty
The Insight
Majid Al Futtaim is a company like no other. They literally helped to build modern Dubai from the ground up and smashed stereotypes at every step.
Hotels, restaurants, supermarkets, huge shopping malls, properties, theme parks, and even a Ski resort in the Dubai Desert. All are successful in their own right, but they required something to bring it all together.
The Idea
SHARE was born. The loyalty programme to unite the Majid Al Futtaim ecosystem.
SHARE is an integrated lifestyle loyalty programme that delivers real value to members' everyday lives through an experience-led proposition centred around togetherness and sharing.
‘We, not just me’
We created an inherently social, shareable and experience-led proposition based on togetherness.
I was fortunate enough to work on the project from its conception with BBD Perfect Storm, from the initial concept and naming to the brand architecture, tone of voice, and visual identity through to the app creation.
This was then rolled out to full brand guidelines, website launch films, education animations and social media.
The Impact
Since launching in the UAE in September 2019, SHARE has amassed over 6 million members. Considering Dubai's population is 6.6 million, that’s pretty good. Collectively spending billions of Dirhams across Majid Al Futtaim’s incredible array of consumer brands, products, services and experiences.
More importantly, significantly more than half of those members are highly engaged (55.1% active).
Engagement has led to a significant business impact, with a strong uplift (+23%) in customer spend after joining SHARE.
And in terms of delivering great moments for our members the best indicator of this is our customer satisfaction scores, which are a staggering x3 the industry average.
And it continues to grow from strength to strength introducing new products and services including SHARE credit cards and now SHAREPay.
