Al Tayer's Amber Product Strategy Case Study

^AMBER

We test, analyze and iterate to ensure we stay ahead of the competition

Strategy, Marketing, Conceptual Design

Client: Al Tayer Group

The Al Tayer Group is a multi industry conglomerate that mainly operates in the middle east, across a number of business lines including robust divisions in fashion and automotive.

“Amber” is their loyalty card rewards program, that sits atop all of their products and allows their customers to earn rewards whenever they transact at one of their retail locations.

It is the only program of its kind in the world that allows an individual to earn rewards points across so many different premium brands

Al Tayer Group in Numbers

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Stores
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Brands
$2bn₊
Revenue

Their Strategic Needs

In addition to our engineering and development efforts, Al Tayer Group also needed direction on digital strategy as well as key performance indicator (KPI) analysis. We routinely baked in unique tracking tools into the features we built in order to accurately assess the digital program's performance. With this information, we were able to make informed, data backed recommendations around which parts of the app they should be focused on.

This analysis helped them made quick, decisive decisions concerning resource allocation within the digital program, ensuring the best performing features and content pieces received additional promotion and support, while cutting those features that did not perform.

Monthly Roadmap Meetings

Throughout the course of our engagement, we held monthly “roadmap” review meetings, where we crafted an agenda of key topics and metrics that we presented to all of the key stakeholders in the company. These meetings were critical in ascertaining the performance of the digital program to date while ensuring that we maintained a robust pipeline of new and engaging features to be released into the app.

Action Items

Comprehensive Performance Analytics

As part of our initiative to analyze Al Tayer Group’s digital business, we tapped into a diverse set of analytics resources, a number of which we had to custom retrofit so that it could provide relevant data points for the business.

Comprehensive Performance Analytics

Weekly Status and Performance Reviews

In addition to our Monthly Roadmap Review sessions we also crafted a weekly update email, documenting all of th relevant engineering updates, while also offering a quick snapshot of the digital program's weekly performance.

A number of these metrics were bespoke creations from our team, allowing Al Tayer Group to get a higher degree of analytics precision for their business.

Optimizing with A/B Tests

As part of our efforts to continually analyze new features and optimize for the best outcomes, we routinely A/B tested competing designs, allowing the user and ultimately the data, to guide us.