How to Boost Customer Loyalty in MENA with Data-Backed Strategies
The Rise of Loyalty Marketing in MENA
Loyalty marketing in the Middle East and North Africa (MENA) is gaining momentum as brands adapt to changing consumer preferences.
Shoppers in the region increasingly value personalised experiences, seamless technology, and alignment with their cultural values. This article is for MENA marketers who want to capture customer attention, and keep it, in 2025…
What You Need To Know About Loyalty Marketing in MENA
In the MENA region, trust, convenience, and added value are key drivers of purchasing decisions. Research shows that over 50% of consumers actively use loyalty programs, with many seeking benefits beyond simple discounts.
MENA’s calendar has some important dates, including:
- Ramadan – Increased spending on food for Iftar and Suhoor, as well as charitable donations.
- Eid al-Fitr – High spending on clothing, gifts (especially for children), and festive meals to celebrate the end of Ramadan.
- Eid al-Adha – Spending on food for celebratory feasts, as well as clothing and gifts for loved ones.
- Singles’ Day – A growing shopping event gaining traction in the region.
As well as important promotional events, sustainability and community engagement are becoming increasingly important in shaping brand loyalty. Consumers are looking for brands that align with their values, creating opportunities for loyalty programs to foster deeper emotional connections.
Conscious consumerism is on the rise, with 83% of Middle Eastern consumers willing to pay a premium for locally sourced products. Green influencers are projected to drive $7 billion in eco-friendly purchases across fashion, beauty, and homeware sectors.
For brands, these shifts highlight an opportunity to design loyalty programs that go beyond transactions - offering rewards and experiences that align with evolving consumer values.
Key Strategies for Loyalty Success in MENA
1. Go Beyond Discounts
While discounts and cashback are popular, loyalty programs in MENA can stand out by offering unique, non-monetary rewards that resonate with customers on a deeper level. For example:
- Exclusive Experiences: Invite members to special events, product launches, or VIP-only promotions.
- Local Connections: Organize community-focused events or create rewards tied to local culture.
Get some inspiration from the best loyalty programs in the Middle East.
2. Tailor Programs to Peak Retail Moments
Brands that align their loyalty campaigns with key shopping periods can maximize engagement. For example, retailers can introduce limited-time bonuses like double points or exclusive deals for loyalty members during Saudi National Day or Black Friday.
The emotional resonance of national holidays presents unique opportunities to align campaigns with cultural pride and identity.
3. Leverage Local and Sustainable Practices
MENA consumers increasingly value sustainability and community impact. Loyalty programs that incorporate these themes can differentiate a brand and strengthen its connection with customers. For example:
- IKEA’s “Green Friday” Campaign: Encouraging customers to sell back used furniture during Black Friday highlights a commitment to sustainability while rewarding participants.
- Local Initiatives: Programs that support local businesses or celebrate regional culture resonate strongly with consumers.
In 2023, interest in local experiences grew by 100% across the region, fueling a USD $5 billion increase in community-focused spending, with USD $3 billion spent on local businesses and neighborhood stores.
4. Build Emotional Loyalty Through Storytelling
Consumers are bombarded with countless messages and promotions. Instead, try sharing relatable stories that reflect your brand's values. Downtimes - periods between retail peaks - are an ideal opportunity to continue building momentum and foster loyalty.
User-generated content (UGC) is a powerful tool here. With 95% of purchasing decisions happening subconsciously, stories shared during quiet periods can resonate when the market picks up again. Customers are 2X more likely to engage with UGC than brand-created content, making it an effective way to boost awareness and community engagement.
This is where White Label Loyalty’s Gravitate product is highly valuable. Gravitate enables brands to reward customer actions on social media - such as posting reviews, tagging the brand, or sharing their own content. By turning social media interactions into rewarding experiences, Gravitate amplifies authentic engagement.
Top Trends Shaping Loyalty Marketing in MENA
Tech-Driven Convenience
Consumers expect seamless, tech-enabled experiences. Programs like Tickit, which integrate directly with payment cards, eliminate barriers and make earning rewards effortless.
Personalized and Localized Offers
Personalization is key. Programs that adapt to the cultural nuances of the region, such as offering Arabic-language communications or rewards tied to regional and religious events, resonate strongly with consumers.
Focus on Emotional Loyalty
Beyond transactions, loyalty programs in MENA are focusing on emotional engagement. Aligning with causes customers care about, celebrating cultural milestones, and promoting community involvement help deepen relationships.
Conclusion
To succeed in the competitive MENA market, brands must go beyond traditional points-for-discounts models. By embracing technology, aligning with cultural values, and offering meaningful experiences, loyalty programs can create lasting emotional connections with customers.
Are you ready to build a loyalty program tailored to the unique needs of MENA consumers? Get in touch with one of our experts.
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Helen Walker
Senior Content Marketing Executive
Helen is our Senior Content Marketing Executive. She shares valuable information about the Future of Loyalty and will keep you up to date on the latest industry insights...