ARY Sahulat Bazar. A marketing success story of its own accord. Creating unique and impactful experiences that help deliver loyalty with brand equity. This coming together of synergy in motion is a matter of true convergence. A brainchild of Chairman ARY Mohammad Iqbal.
Firstly, Sahulat is a loyalty relationship product. With reloadable wallet features offering specific services and benefits. For consumer purchases at Sahulat Business Alliances and/or online shopping at Sahulat Bazar etc.
Secondly, ARY Sahulat offers transactions through Sahulat Card. Without Card or with use of Mobile Application Interchangeably. Amount topped up in Sahulat is called Top-up Value. Which can be spent for payment at any shopping oriented business alliances.
Further, this payment earns loyalty points. As value back which are called ARY Coins. Which can only be redeemed against specified products. For example Diamond Jewelry in any metal of Gold or Silver. Or making charges of Gold bars or Jewelry.
Moreover, Brand Loyalty Club is an extended relationship. Of Member and any amount paid in Dollar Deal is a kind of Top-up. Which can only be spent over specified brand products. Unlike general shopping.
ARY Sahulat Bazar Brand Loyalty
Secondly, brand loyalty has always been inspiring. The 2015-18 years :
From online to on ground to media and branding. The numbers speak volumes of consumer trust in the brand. ARY Sahulat whose prime customers are housewives and middle income groups.
Because it is probably the only loyalty program that is truly inclusive for its core target audience i.e housewives and middle income groups. Delivering on their aspirations and financial goals.asim qureshi
For instance here is a brief video describing the experience.
ARY Sahulat Bazar & Asim Qureshi
Working as a consultant in Lahore and later as ceo in Karachi. Re-launching the Digital + E-Commerce operations in order to expand the market. Mainly in Punjab the largest province of Pakistan. Where Sahulat Wallet was limited by penetration and scope.
Modernizing and Re- Branding. ARY Sahulat Wallet+ Sahulat Bazar. Overall Loyalty Marketing Programme and its merchant alliances to its current form.
• Delivering Top-Line Revenue Growth: Achieving an average 300% growth on Loyalty marketing based sales on e-commerce only.
• Growing overall loyalty program membership and merchant acquisition by 250% . Across Omnichannel i.e. Retail (Grocery+Jewelry+ Electronics+ Food+ Fashion). E-commerce. E-Shops. Call Centre CRM. Special Events and TV.
• Successfully Implementing Corporate Strategy. Building out new channels for direct marketing by focusing on new products and market segmentation strategy.
Enhancing the customer journey by redesigning on-ground convergence with events and shopping in leading malls on brand metrics. The campaign was also backed by ARY Digital Network programming tailor-made on branded content and branded entertainment guidelines.
Last but not least. The brand ARY Sahulat is a winner on its unique business model. With integrations vis a vis member patronage. For example TV’s biggest show Jeeto Pakistan. ARY Sona Committee, and ARY Gold / Diamond Jewelry.
Ultimately, expanding the market beyond the formal banking payments and related loyalty programs.