FGB launches best-in-class credit card loyalty platform in the UAE

FGB, one of the leading banks in the UAE, has launched a new flexible and comprehensive loyalty platform for its credit card holders.

Girish Advani, Head of Mass Market Segment at FGB, said: “Customer loyalty has been a key focus within multiple industries for a long time. Customers expect banks to be flexible and willing to adapt in terms of their reward offering. In the current competitive environment, it has become even more imperative to retain as well as acquire good customers by providing them a choice of best-in-class loyalty programmes on a single card platform.”

For the first time ever, the new platform allows customers to choose and switch between three loyalty programmes - First Rewards, First Miles and First Cashback, which are all available on the same plastic. The newly introduced First Cashback programme is the only scheme in the country which provides customers with cashback up to 5%, with no expiry or minimum spend requirement.

According to a report entitled 'Driving greater loyalty in the Middle East' from global loyalty agency, ICLP, 63% of UAE consumers choose to buy from brands with loyalty programmes, and 55% tend to buy more from brands they are loyal to. The report highlighted that customers expect more instant, flexible, and customizable rewards. In the UAE, 66% of consumers felt customised rewards would win their loyalty.

Mr. Advani added: “At FGB, we always strive to listen to our customers and look at offering enhanced, personalised banking experiences. Customers have continuously told us they would not want to use multiple cards for different loyalty programmes, or lose their rewards when they switch from one loyalty programme 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-it-kind service to the UAE market.”