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How Blue Rewards by Al-Futtaim Went from Simple Cashback to Customer Engagement
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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.
Kate O' Brien has been the General Manager of Loyalty at Air New Zealand for the past five years. Kate leads and holds responsibility for the Loyalty business including strategy development and execution, partner relationships and negotiations, airline loyalty tiers and benefits, data and analytics and P&L ownership. Hosted by
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