The rollout of Aura, a single points programme spanning more than 70 of the international brands Alshaya franchises, into the UAE after Kuwait and Qatar. Alshaya pitched it as one wallet for H&M, Victoria's Secret, Shake Shack, Bath & Body Works and the rest, and said membership had passed one million at launch.
The brief
UAE shoppers who buy across many of Alshaya's international brands, from fashion to restaurants.
The idea
Alshaya brought Aura to the UAE following Kuwait and Qatar, letting members earn and spend one set of points across more than 70 brands in stores, restaurants and online.
What to borrow
A franchise operator can turn a portfolio of separate brands into one relationship by giving customers a single wallet.
