BrazilConsultancies help Emarat develop and launch EmCan loyalty program
Following a year of preparation, Emirates General Petroleum Corporation (Emarat) has launched its loyalty program. Branded as ‘EmCan’, the program offers customers exclusive rewards and access to special offers across Emarat’s 110+ stations in Dubai and the Northern Emirates.
Unveiled at a launch ceremony at Dubai’s Museum of the Future, EmCan is part of Emarat’s strategy to further enhance customer experiences of its fuel retail clients while driving a more data-driven approach to customer engagement.
“The launch of the EmCan loyalty program is another step towards Emarat’s mission to offer its customers the best possible service, year after year, generation after generation,” said Rashid Saif Al Jarwan, Vice Chairman at the Emarat, one of the largest fuel station companies in the UAE.
Emarat’s Director General, Ali Khalifa Al Shamsi, said at the launch event: “In line with our national mission, we prioritise a customer-centric marketing and sales strategy, catering to various consumer segments, not only to meet their needs but also to exceed their expectations and improve their quality of life.”
These “enhancements to quality of life” mainly come in the form of comfort (for example: the app includes a station finder feature), discounts and exclusive amenities for loyalty members.
After users download the app (available in the App Store for iOS and Google Play for Android devices) and register, they can earn points for every fuel fillup at a station. Points can also be earned for money spent in Bakeria, Café Arabicca, Lube Express, car wash services, and station convenience stores. The so-called EmCoins can then be redeemed for unique rewards and discounts.
“By simply scanning their special QR code on a purchase, customers can earn points and accumulate them to redeem exclusive offers,” explained Ali Bin Zayed Al Falasi, Emarat's Senior Manager of Corporate Loyalty.
According to Al Falasi, the team behind EmCan “worked extensively and catered to the smallest detail to ensure that our customers are happy and satisfied.”
The project team
A number of consulting firms were an integral part of the team, with Sia Partners in the lead.
Experts from the global consultancy worked with Emarat on the design of EmCan, providing strategy, innovation and customer experience expertise. The firm then helped with the implementation phase, overseeing the delivery of the operating blueprint and technology backbone – powered on the Salesforce platform.
Notably, the Sia Partners team was staffed by a cross-border line-up from its offices in Dubai, Amsterdam and Paris.
For the technology integration with Salesforce, Sia Partners collaborated with Sirocco, an IT consulting firm specialised in customer relationship management. Sirocco staffed its team with company members from Dubai and Stockholm (where Sirocco is headquartered).
Venturing to LinkedIn to thank “every single team member that made this project a success,” Al Falasi said both the management of Emarat and project team are proud of the result.
A continuous journey
Going forward, Al Shamsi noted that Emarat’s Corporate Loyalty team will continue to drive improvements within the EmCan platform. “We are extremely excited about the potential of this program and anticipate further enhancement of its perks in the times ahead.”
He added that EmCan is “merely the beginning” of what Emarat has in store for loyal customers, without divulging any further details.
Founded in 1981 by the UAE federal government, Emarat plans to expand its network across the UAE in the coming years. Alongside fuel for vehicles, the company also provides aviation fuel and gas supply services.
