Hicham Amadi, Chairman & CEO, World Wide Loyalty System (2WLS)

2WLS focuses on designing and selling new generation marketing services based on customer loyalty and data management.

2WLS has become the leading specialist company in client capital management in Morocco since its establishment in 2005. How would you evaluate the evolution of 2WLS over the years?

2WLS was set up by three passionate relationship marketing experts, who had previously gained professional experience in the fields of electronic money, telecommunications, and strategic marketing. The founding idea was to design and sell a new generation marketing services based on customer loyalty, a market that is growing at an annual rate of 13% globally. These services are entirely focused on the growth of our customers’ turnover and integrate all the concepts, techniques, and technologies arising from three decades of the evolution of marketing featuring CRM, data mining, profiling, big data, and so on. These services are for operational and decentralized management, significantly contribute to our customers’ strategic marketing, and are 100% profitable services. Ongoing analysis of the ROI helps us ensure that the gains in turnover for our customers are higher than the cost of our services; our services are self-financed. Since its start, 2WLS has worked with more than 50 brands, most of them our clients for more than five years.

2020 has been a challenging year for all industries in Morocco. How has COVID-19 impacted your operations, and what have been the key strategies to mitigate this impact?

Since the first days of the lockdown, we implemented preventive measures to ensure the health of our employees and clients. We provide our employees with security so they can focus on client services. As the lockdown has changed the lives of customers, we have built all marketing campaigns in a new way. We also help them use their points as a leverage to support their purchasing powers. Through this strategy, we helped our client to maintain the trust with their client and reinforce their relationships with the consumers. We also successfully obtained the renewal of our ISO 27001 certification. ISO/CEI 27001 is a standard international information systems security intended for all types organizations and defines the requirements for implementation of an information security management system (ISMS). The information security management system preserves the confidentiality, integrity, and availability of information by applying management process risks and assures the interested parties that risks are being managed. Our platform is highly resilient; it is hosted on the cloud, which limits the dependency on third-party suppliers.

How much of your revenue comes from exports? What are your expansion plans?

2WLS operates in Morocco, Egypt, Ivory Coast, Ghana, Kenya, and Uganda, and 73% of our revenues come from exporting services. We work in those countries with major brands and entities. The relevance and profitability of our services for our customers can be evidenced by the renewal rate of our annual assignments, which is over 80%. Our business model is based on repeat business, enabling us to achieve a high value EBIT. Today, 2WLS is an innovative, ready-to-use 100% operational vector. We seek to firmly enter a new step of development in the international area and reinforce our presence in sub-Saharan countries and the MENA region, which constitutes our core international target.

What are your key goals and priorities for the year ahead and for 2021?

Some 15 years after its launch, 2WLS features a whole of communities that revolve around the brand that offer consumers the opportunity to experience the best of customer experiences. 2WLS is a whole of merchants, experts and creatives united around new notions of “market” and “retail.” 2WLS shares its experience by focusing on innovation and creation. It also participates in the development of the business and contributes to that of African youth. 2WLS aims to become a major player in data management. We plan to contribute and build for us and our partners an asset based on data.