Operating scope

Country head

Capability

All capabilities

Active handovers

Outcomes written back

Connected work · Agent system

Business vertical

Customer, loyalty and marketing

Agent on shift

Loyalty Brain

Accountable person

CRM and campaign leads

Evidence · live

Member and consent register

Next step

LoyaltyOS

LoyaltyOS · screen 04 of 06

New member activation

The first ninety days decide whether a member is a member.

3 issues · 3 waiting on you

Issues in scope

11 instances across 10 places

Waiting on you

0 already decided in this session

Three largest

AED 8.5m–AED 28.2m

Modelled annual value, three largest only

Running without asking

0 armed and waiting on a threshold

Decision owner

Country head

Returns to Country marketing

Scope

Oman

27 stores · all capabilities

Listen

Process

Three visits is the thresholdWhat the first basket saysWhich market has the widest gap

Act

Second visit message written to the first basketRun where the gap is widestLever chosen by a person

Written backEvery outcome returns to the systems that produced the evidence.

KindOrder

Queue

3 issues across 11 places · 3 waiting on you

Choose

37% of members signed up in Oman last quarter never made a second transaction

Oman

What happened

They were enrolled at a till, used the card once, and have not returned. Measured at ninety days, this cohort behaves completely differently from the base and is currently treated identically to it.

Why it matters

A member who does not reach a third visit almost never becomes a repeat shopper. Every one of these was acquired at a cost and is currently a card in a wallet. The lever chosen decides whether we buy a visit or build a habit.

Already done

The cohort is separated, the first basket of each is known, and three levers are costed.

Worth

AED 5.1m to AED 17.4m a yearModelledMembers enrolled and never returned. Value is the difference between a card in a wallet and a member at the cohort's average annual spend.Sign ups reaching a second transaction

Then what

Lever selected, activation run builtCountry marketingReports back 30 Sept

Approve

Running activation everywhere at once would produce no usable read

Oman

What happened

The sign up to second visit gap varies widely by market. Running all six simultaneously means no control and no clean attribution for any of them.

Why it matters

Activation is a programme that will run for years. Getting one clean read in the widest gap market is worth more than six muddy ones, and it is the difference between knowing which lever works and guessing next quarter.

Already done

The market with the widest gap is identified and the run is scoped to it.

Worth

AED 3.2m to AED 10.2m a yearModelledOne clean read in the widest gap market is worth more than six muddy ones. Value is the activation lever correctly identified a quarter earlier.Markets with an attributable activation read

Then what

Run scoped to one market with a control groupCountry marketingReports back 16 Oct

If approved

Activation runs in the widest gap market first with a clean control group

If declined

It runs in all six markets at once and no market produces an attributable result

Draft

The second visit message at Salalah Grand Mall can be written to what they actually bought

Salalah Grand Mall

What happened

Every member's first basket is known. The message currently possible is a generic welcome; the message available is one that speaks to the counter they used.

Why it matters

A welcome message that names nothing is indistinguishable from spam. One that references the bakery counter they bought from is the difference between a card in a wallet and a second visit.

Already done

Drafted per first purchase category, in the member's transacting language.

Worth

AED 183k to AED 585k a yearModelledA second visit message written to the first basket rather than a generic welcome. Value is the difference in second visit rate.Second visit rate on new members

Then what

Second visit messages sent by first purchase categoryCountry marketingReports back 19 Sept

Thank you for joining Happiness at Lulu Salalah Grand Mall. The fresh bakery counter you visited opens at 6am daily, and your points are ready to use on your next visit.

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