A loyalty program that rewards fans for engagement in events, by providing in-game incentives, sports participation opportunities and product benefits, in return for every QAR spent and engagement through media channels
by growing activity awareness and providing incentives to spend on sports activities
Increase ticket sales
by incentivizing fans to visit the country and attend more games
Generate operator revenue
by introducing new participants and increasing customer spend-per-head
Related personas
Student & Amateur Football Player
Rashed
Age
14
Status
Single
Country
About Rashed
Rashed is a very active teenager. He is a student athlete and football player at the Aspire Academy, excelling both in the field and his classes. He balances his time well between doing sports, studying and spending time with friends from school, but it’s no easy task. His dream is to participate at the World Cup 2022 in Qatar and is willing to do whatever it takes to get there.
Income Level
30% Income Level
Tech Knowledge
90% Tech Knowledge
Retail Business Owner
Salem
Age
42
Job Title
Family business owner
Country
About Salem
Being born and raised in Qatar, Salem is now in his 40’s and the thing he cares about the most is his family. His wife, son, daughter, father and mother all reside in the same household. While maintaining a busy work life, Salem needs to make sure he finds time to cater to his family’s needs, making sure each member of his family is happy and well. Salem makes an effort to spend quality time with his family, usually by attending local events and visiting local attractions. He feels responsible for the well-being of his family.
Income Level
90% Income Level
Tech Knowledge
50% Tech Knowledge
Master Student
Sultan
Age
24
Country
About Sultan
Sultan is an ambitious student pursuing his masters degree in Qatar university. He likes to lead an active life, volunteering and attending events. However, Sultan finds moving around the city inconvenient and feels confined to the family driver and his availability. He would like to feel more independent in his mobility and day to day activities and to be able to practice for his national athletics competitions.
Income Level
50% Income Level
Tech Knowledge
90% Tech Knowledge
University Students
Sport Fan
Age
22
Country
About Sport Fan
A group of 4 friends (Andrea, Valentina, Elena and Laura) have long waited for this moment to come. Their national team has qualified for the World Cup 2022 in Qatar and they have decided to watch the games live. They would like to explore Qatar, and immerse themselves in the local culture and activities.
Income Level
40% Income Level
Tech Knowledge
90% Tech Knowledge
Professional Football Player
Jordi
Age
27
Status
Single
Job Title
Professional Football Player
Country
About Jordi
Having spent nearly a decade as a professional footballer, Jordi is probably at the peak of is career, playing for one of the top clubs in the world. Unfortunately, he’s just had an injury that will restrict him from playing for a while.
Income Level
90% Income Level
Tech Knowledge
90% Tech Knowledge
User Journey
1
Sultan signs up for the fan loyalty program
2
He uses the app to buy a digital pass to attend football and hockey games
3
He receives loyalty points for every QAR spent on the passes and other activities done via his membership ID
4
He uses his points to buy merchandise of his favorite team to wear to games
5
Sultan posts on social media his rewards, attracting new users to the platform
Accordingly, Sultan is offered a discount on a seasonal membership for his favorite team
High competence in data integrations, UI/UX, and rewards/loyalty programs
2
Research and concept detailing phases to identify existing APIs that can be built on, entities with useful data, enablers for smart service development, and a comprehensive PoC to validate technology
3
To be developed for hospitality, food, transportation, commerce, and all activity opportunities to motivate spending in Qatar, tailored to sports events (especially major one-off events)
4
UX/UI, cross sector data integrations, and loyalty program testing to ensure rapid adoption