How Rowad shortens the time to purchase and increases purchase frequency in ecommerce

Project summary

Ekuep is the largest online restaurant/cafe equipment supplier in the GCC region and one of the most trusted brands to meet the growing demand of restaurants, cafes, and hotels in Saudi Arabia, UAE, Bahrain, Oman and Kuwait.

The company has launched a customer loyalty program for their e-commerce F&B platform and a digital marketplace to enhance the shopping experience and reward customers so that they feel welcome, taken care of and are incentivized to come back.

Relevant trend: D2C loyalty program

A loyalty program strengthens emotional connections with ecommerce customers by offering value-focused rewards and experiences.

The Challenge

Providing a unique experience for returning customers

The team at Ekuep wanted to improve the shopping experience in order to shorten the time to first purchase and increase purchase frequency. These were the primary goals for Rowad - an exclusive loyalty program designed to enhance the shopping experience.

“We collected feedback from returning customers who were anticipating a different experience than one-time customers. That was the trigger to launch the Rowad program designed to reward regular customers and incentivize them for coming back."

"We wanted to implement an appreciation system for customers that improves our business performance, such as offering personalized experiences and benefits based on their spending volume.”

Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group

Here’s how Ekuep uses Open Loyalty to power Rowad with loyalty mechanics and incentivize customers to stay loyal to the brand.

Key Results

Loyalty and gamification features implemented into the program

• Points: customers earn loyalty points ("Rowad Points") for every eligible purchase made on Ekuep.com
• Coupons: members can be eligible for 5%, 10%, 20%
• Rewards: members can choose preferred benefits
• Campaigns: members complete their business profile for extra points‍
• Custom events: sometimes a coupon can be used only on a specific day or for a specific product

Business results

• 13.4% of users complete their business profile
• 20.18% of users made a purchase within 6 months of profile completion.
• 72.34% customers redeemed direct points
• 21.04% customers redeemed coupons
• 6.62% customers redeemed points + coupons

The Solution

Rowad - an exclusive loyalty program designed to enhance the shopping experience with Ekuep - the go-to e-commerce F&B platform and digital marketplace in the Middle East.

“With the program customers receive points for every purchase. They can redeem these points directly at the next purchase or they can redeem a voucher providing a higher discount."

"In our industry, the sales cycle takes from 6 months to a year. Soon after the program launch, we’ve observed improvements in the time to second purchase and the basket value. I believe it’s because our customers now accumulate a substantial amount of points for their purchases, incentivizing them to return and redeem those points.”

Chadi Al Abbassy
Loyalty & Partnerships Manager at Raqtan Group