Digital Marketing Startup
Will Ta3rifah Succeed Where Others Have Failed in Loyalty Programs and Behavior Analysis Monitoring?
Will Ta3rifah’s loyalty program and behavior analysis monitor succeed where others have failed?
Ta3rifah is a mobile loyalty platform that gives business owners tools to identify, monitor, and analyze purchasing behavior and communicate with customers instantly. Operating in beta for nearly one month and expecting to officially launch on the 7th of June, the Dubai-based startup aims to fill in the gap between customer demand and brand delivery by providing new assessment and communication methods. The startup’s solid business plan and well-designed concept have landed it in the final stage of 6 regional startup competitions: Twofour54 Creativelab Top Arab Startups, E-payment Summit and E-innovate Conference, Congress and Expo, Arab Mobile Challenge Competition, Arabnet Startup Demo, Samsung Launching People ( Winners), and Seedstars Dubai Finalists.
After completing a 4-month incubation program, Ta3rifah joined Inu5 in Dubai where the team met “plenty of mentors with wide experience in loyalty programs and online payment systems,” explains Ismail Issa, CEO and founder of Ta3rifah. They are currently building their board of advisors and are mid-way in discussion with “three of the biggest investors in the region to raise the first seed round of $400,000 USD,” says Issa. The startup is also going live on Eureeca right after their launch. They already have several businesses on board using the app, but they decided not to disclose more information on the matter.
How is Ta3rifah different from other loyalty platforms? Besides the fact that loyalty points can be collected via mobile (instead of traditional cards and vouchers) our system has benefits for both customers and
businesses alike. We give the customer higher value for what they are already paying through voucher and pointcollecting method. We also track their preferences and notify them when they are geographically close to a preferred brand or item. For example, if a registered user is known to have a preference for coffee shops, he/she might receive SMS notifications about nearby coffee shops as soon as they walk into a mall.
As for registered businesses, they will be able to profile and identify each customer’s behavior with much detail, such as gender, age range, maximum and minimum number of visits per week, etc.. This saves SMES a lot of money that would have instead gone for web monitoring. Finally, Ta3rifah allows the sharing and trading of rewards. This allows customers to try out new brands, and it directly helps in growing a business. This is very good, because customer acquisition in the region is very high.
Is the customer demographic analysis exclusive only to your application? Yes, it is. Some customers are demanding that we widen the behavior analytics service, but the current version is limited only to our subscribers.
What are the things that you learned from your first and current incubation programs? In the first program, we met a great number of different mentors who shared with us their wide expertise. The program was also rich in its structured trainings on how to start a business, like business modeling, sales, marketing & advertising. As for the second accelerator, they helped us become operative and connected us to investors and business leader from the community.
What steps are you taking to ensure that your fundraising campaign on Eureeca would be successful? We’re splitting the activities into 3 different pillars: 1) preparing our hit-list of first-level connections who would like to invest a small amount in a business they believe in; 2) using the buzz from winning Samsung’s Launching People competition, as well as a initiating dedicated social media campaigns to get
the word out about our campaign; and 3) preparing a mega-launching event for our solution and inviting and one big-name guest speaker to increase the number of attendees
What were the challenges you faced? One of the biggest challenges we face is the interaction with business firms in the region. The environment here is extremely competitive. When firms are approached by services similar to the ones they have, especially if its technology related, they are resistant to change and difficult to convince. But we were lucky to sign two big names recently and 4 medium sized companies. We have three or more names coming.
What is the strategy you use for convincing business to use your platform? We map their sales to certain segments of the population. They can then identify who are the advocates and the people who have a negative attitude towards their service. After they locate and identify the source of their failures, they can devise new marketing campaigns and promotions targeted to a specific gender or age group. This saves businesses a lot of money that would have been spent on data mining and integration and analytics. Ta3reefah also allows customers to directly message the business about their dissatisfaction, so that direct correspondence and compensation (like a free meal maybe) can take place.
Ismail Issa, Founder and CEO of Ta3rifah