The Bahrain Shopping Festival, ‘Shop Bahrain’ was the largest nationwide festival with a unique 30-day celebration of Bahrain’s heritage, hospitality and tourism. It was organized by Tamkeen from December 24th 2015 until 23rd January 2016.
“Our key focus is to attract visitors from the Gulf region. We look forward to welcoming visitors tothe Kingdom and encourage them to spend a few extra days to enjoy our exciting line-up ofevents which embodies the spirit of fun and celebration,” - NawafAlKoheji, Shop Bahrain Director
Tamkeen’s goal was to generate customer interaction on a large scale throughout the Bahrain Shopping Festival. They were looking for a solution that would automate and enhance the level of customer engagement post-purchase from retailers at the Bahrain Shopping Festival 2016.
Unique Computer Systems deployed a digital points and draw automation system for Tamkeen during ‘Shop Bahrain’ – Bahrain’s Shopping Festival 2016.
Unique Computer Systems efficiently deployed a digital points system across all malls in Bahrain. This system would branch out to serve retailers and customers by defining three tiers of participation - Gold, Silver and Bronze. These tiers would be customizable based on certain predefined rules that were configured as per the retailer’s requirement. A shopper would receive 1 point for every 10 Bahraini Dinar spent at retail outlets during the Bahrain Shopping Festival 2016. Customers were able to register into a particular tier category by taking their purchase invoices to customer kiosks located throughout the shopping malls. Post-registration an SMS was sent to the customer via Unique Computer Systems’ in-house solution – Reson8 that would notify ‘registration confirmation’ to the customer. The draw automation enhancement automatically selected winners for the weekly and grand raffle draw. Through the automated digital points system, Tamkeen was able to engage and reward more than 20,000 shoppers through an instant prizes as well as cars, gold coins, air tickets, and electronic devices.
‘Shop Bahrain’ - More than 11M Bahraini Dinars Generated – Startup MGZN
Tamkeen was able to visualize the digital points and automated draw system’s performance through regular reports sent by Unique Computer Systems. “The festival did not only achieve its main objectives, but also surpassed the predicted success as it injected more than BD11 Million during the 30-day event,” said ‘Shop Bahrain’ Project Director, Nawaf Al Koheji adding that the average daily sales has increased by 30% during the second edition of the festival when compared to the inaugural edition, with sales reaching BD350, 000 in comparison to last year’s daily sales transactions of BD 270,000.
“The festival attracted shoppers from Bahrain and neighboring Gulf countries and this was largely due to a roadshow organized during the build-up to the launch of Shop Bahrain,” he said. A team representing Shop Bahrain went on a three-country roadshow to the Kingdom of Saudi Arabia, Kuwait and Qatar to promote the festival and encourage intra-tourism between Gulf countries.
Further discussing the economic impacts of the festival, Mr Al Koheji added that “the festival had a positive impact on the local economy by creating more than 175 temporary job opportunities for Bahraini youth. Additionally, the markets held during the festival embraced 160 local businesses who got the opportunity to showcase their products to local and regional visitors.”
Moreover, Shop Bahrain saw
Tamkeen is tasked with developing Bahrain’s private sector and positioning it as the key driver of economic development. Established in August 2006, Tamkeen is one of the cornerstones of Bahrain’s national reform initiatives and Bahrain’s Economic Vision.
Tamkeen has two primary objectives: Firstly, fostering the creation and development of enterprises, and secondly, providing support to enhance the productivity and growth of enterprises and individuals.
To achieve these objectives, Tamkeen’s strategy focuses on quality enhancement, customer care and having a results-oriented approach. Through this strategy, a number of innovative programmes are provided to Bahrainis and businesses in Bahrain, which include training, consulting, financing, entrepreneurship support and others. These programmes help develop the capabilities of Bahrainis and enterprises and integrate new critical concepts for a vibrant sustainable private sector.
To date, Tamkeen’s programmes have benefited more than 100,000 Bahrainis and businesses.
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