UAE’s First Gulf Bank has launched a flexible loyalty platform for its credit card holders allowing customers to choose and switch between three loyalty programs namely First Rewards, First Miles and First Cashback available on the same plastic.
The First Cashback programme will provide customers with cash-back up to 5%, with no expiry or minimum spend requirement.
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The loyalty platform will complement the report by the global loyalty agency, ICLP that identified 63% of UAE consumers to be choosing to buy from brands with loyalty programs, and 55% to be buying more from brands they are loyal to.
Girish Advani, head of mass market segment at FGB, said: "Customers have continuously told us they would not want to use multiple cards for different loyalty program, or lose their rewards when they switch from one loyalty program to another.
"We are confident that our new loyalty platform will go a long way in engaging our customers and giving them the ultimate flexibility in loyalty and rewards. True to our ‘Be First’ brand promise, we have delivered another first-of-its-kind service to the UAE market."
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