Part of the MUSE benefits includes winning a Michael Kors wardrobe
“I was personally opposed to the idea of a loyalty program for a long time. I felt loyalty programs were just discounts,” revealed Patrick Chalhoub, CEO of the Chalhoub Group, at a breakfast presentation where he announced the launch of MUSE, a new loyalty program from Chalhoub Group.
While it might initially have seemed contradictory, what Chalhoub was trying to explain was how most standard loyalty programs can often be beneficial more to the brands, yet what he wanted was a program where the consumer speaks to the brands and in doing so the brands “offer a more meaningful experience for the customer”.
Chaloub Group as launched MUSE, a new loyalty program
“I felt we didn’t have enough knowledge of the customer before, and we need the knowledge in order to connect and engage in a relevant way,” he continues, explaining that MUSE achieves these objectives. “We have designed an experience program which goes beyond collecting points and rewards.”
While customers do earn points for shopping at participating Chalhoub Group retail giants – currently 35 beauty, fashion and lifestyle brands from across the portfolio are involved, including Tory Burch, Salvatore Ferragamo, Max Mara, Baccarat, Christofle, Level Shoes, L’Occitane and NARS – they also get extra benefits.
MUSE rewards can even include hiring your own boat
Differentiating itself from other loyalty programs, MUSE focuses on experiences – so we when you achieve a certain level of points you can convert them into rewards including in-store makeovers, weekend getaways, boat hire, access to concerts and a front row seat at fashion week. MUSE members will also be privy to other exclusive benefits such as complimentary home delivery (no need to drag all those bags around the mall) and clothing alterations, as well as complimentary personalization and engraving, discounts and in-store gifts with purchase.
So how do you get points? For every AED1 spent at participating stores, you earn 1 tier point. There are three tier categories: Emerald (from 0 – 9,999 tier points); Sapphire (from 10,000 – 29,999 points); Ruby (from 30,000 points and above). Each tier gives its members access to even more exclusive benefits and experiences with the points accrued. In the UAE, the Chosen earn 1 Base point on every AED1 spent whilst the Few earn 2 Base points on every AED1 spent and the Icon earn 3 Base points on every AED1 spent.
The MUSE app converts your points into unique experiences
Another USP is the reaction to feedback with consumers encouraged to use the live chat to rate their experience and suggest new ideas, particularly for experiences. “It creates a more human to human connection and allows us to engage more with the consumer,” adds Patrick Chaloub.
The app, which is currently only available in the UAE and Kuwait (Saudi will launch later in the year) took two years to make, with constant bug testing as well as experience testing from Chaloub Group staff, who trialed and tested the app in order to achieve the most effective and user-friendly experience. The app is available now on Android and iOS.
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