GEMS Education to launch rewards plan to make tuition ‘cost neutral’
GEMS Education has announced it will launch a rewards program for students, parents, and teachers in its network in the UAE.
The school operator will partner with lifestyle brands across food, retail, banking, wellness, and hospitality in the country to offer rewards and benefits that will offset the cost of school fees.
GEMS education managing director and board member Dino Varkey said: “Our goal is to give back through cash-savings and invaluable customised experiences to our parents, children and their families as an expression of our gratitude to them. We will do this by building and leveraging associations with companies that share our values and goals.”
In an effort to strengthen and support our strong parent-teacher-student community, we are creating a Privilege and Rewards program that reinforces our appreciation for the relationships we have, and demonstrates our commitment to constantly add value to the lives of everyone within the GEMS family.
While more details on the partnerships or the structure of the rewards program weren’t made available, Fernandez told Education Journal ME the rewards program will be introduced at the beginning of the new school year in September 2017.
“It’s a fairly unique proposition. There isn’t another program of its kind that we have been able to find. We’re trying to put together the mechanics of how to address the complexities of the decision making process,” he said.
Fernandez also addressed the challenges of planning a rewards or loyalty program for a school operator.
“If you look at a typical loyalty program – if you fly with Skywards. Frequency is how often you fly with us and lift is how many additional flights we can get out of you and that’s what typically applies to most loyalty programs.
“Now, none of those apply to an educational scenario. So it’s much a rewards program and we’re trying to figure out what are the behaviors that we can work on in order to create the structure to make the program work properly.”
Commenting on the structure of the program itself, Fernandez said: “I think it will be about targeting different lifestyle segments. The relevance of the program and the relevance of the rewards will be based more on the type of lifestyle of the families. It’s a very data-driven program and we’re going to use that data to create rewards that are relevant for each of the segments.”
GEMS Education to launch rewards plan to make tuition 'cost neutral' - GEMS Education has announced it will launch a rewards program for students, parents, and teachers in its network in the UAE./10