Middle Eastern luxury retailer, Chalhoub Group has announced the launch of MUSE – a new-age, experiences-led loyalty programme across its retail network in the UAE with over 35 brands and Kuwait with 14 brands. In the near future, MUSE will be available in Saudi Arabia.
The MUSE app brings together a selection of beauty, fashion and lifestyle brands, all in one place. The list includes ready-to-wear and accessory brands Michael Kors, Swarovski and Level Shoes to luxury homeware destination Tanagra, cult beauty brands L’Occitane and NARS and more.
In alignment with Chalhoub Group’s customer-centric values around delighting shoppers, MUSE represents a new step towards knowing, understanding and connecting with their members on a deeper level. MUSE commits to delivering loyalty back to its members and making them feel valued at every step of their journey.
The launch of MUSE expands on Chalhoub Group’s commitment to growing within the digital sphere, with a data-driven, personalised app-first approach that foregoes the conventional plastic card. With this in mind, MUSE operates outside of the traditional loyalty programme model by going beyond transactional relationships, instead positioning experiences at the forefront of its proposition, in order to build a more meaningful relationship with its members.
Commenting on MUSE, Patrick Chalhoub, CEO of the Chalhoub Group said, “I am proud to introduce our new Loyalty Programme, MUSE, dedicated to putting the customer at the heart of everything we do. We have designed an experience programme which goes beyond collecting points and rewards. With MUSE, our members gain access to exceptional experiences and unique opportunities, all through our app-first approach. We’ve also introduced a group-wide suite of benefits to ease and elevate our members’ retail journey. MUSE will enable us to further understand our customers, to connect and engage with them and build a long-lasting relationship.”
MUSE is a three-tiered loyalty programme, with the base tier called Emerald followed by Sapphire and then Ruby. Points are calculated based on eligible spend at participating stores and the earning rate increases as members move up the tiers. These points can be redeemed either for shopping at any of the 35+ brands across MUSE operating countries with no minimum balance, or, towards experiences. Each tier unlocks exclusive benefits and access to tailored experiences.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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