UAE’s first location-based cashback gamification Qorus Banking Innovation Awards 2021

Submitted by

First Abu Dhabi Bank

Premium
26/09/2021 Banking Innovation
Enabling customers to maximise Dubai First card benefits through AI-led hyper-personalised experiences and real time geo-engagement.
Innovation details
Country
United Arab Emirates
Category
Analytics & Artificial Intelligence
Keyword
Data, Gamification

Innovation presentation

Our Dubai First customer walks into a mall to browse. She’s consented to sharing her location, so we know where she is through geo-intelligence. We know where she likes to shop, based on her spend patterns & AI. We know her goal that she’s set on our app. Now, we help her achieve that goal - by engaging with her in real time with contextual messages and merchant offers to get the maximum benefits of her Dubai First card. Game on! Cashback is one of the more popular card formats in the UAE, but what sets Dubai First credit card apart is that it offers unlimited instant cashback. 5% cashback on groceries and online shopping, 1% on all else. However, we wanted to be more than just a ‘cashback card’. So we combined data science with geo-targeting and added a gaming element to create UAE’s first geo-based cashback gamification. Here’s how it works: • Set goal On the app, customers can choose their cashback amount, duration, and goal. • Engage They receive real time reminders when they are at relevant merchant locations. • Inspire They can track and receive alerts about their progress towards their goals. • Celebrate They are congratulated when they achieve their goals, and are encouraged to set new goals.

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