How Blue Rewards by Al-Futtaim Went from Simple Cashback to Customer Engagement
Loyalty programs are evolving beyond transactions—they’re becoming lifestyle platforms.
Take Blue Rewards by Al-Futtaim as an example. It started as a simple cashback program for retail customers. But as consumer behaviors changed, Blue expanded to automotive, healthcare, and even digital payments.
Now, it’s a full-fledged customer engagement platform, offering:
✅ AI-powered shopping recommendations
✅ A digital wallet and co-branded credit card
✅ Rewards across multiple industries
This shift proves that personalization and relevance are the future of loyalty. It’s not just about discounts—it’s about seamless, valuable experiences.
Jitendra Jain is VP PRISMA EMEA for Marriott Bonvoy. PRISMA stands for Partnerships, Revenue Operations, Insights, Strategy Marriott Bonvoy & Analytics. Marriott Bonvoy is the largest hospitality loyalty brand in the world with 248 million members. Two out of three stays are loyalty members at Marriotthotels worldwide. Marriott Bonvoy has
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