Wasl Asset Management Group
Viya: supporting the development and launch of a consumer loyalty and CRM platform across a leisure and hospitality portfolio.
Golf, hospitality, beach experiences and fitness connected through one consumer platform.
Creating a connected consumer business.
Across Wasl’s hospitality and leisure offering, customers interacted with golf facilities, restaurants, gyms and other experiences through separate channels. Discounting was also fragmented across third-party providers, limiting the group’s ownership of the customer relationship.
Working with colleagues at Dubai Golf, I helped develop the proposal for a single consumer platform to connect these businesses, reduce dependence on third-party discount providers and provide better customer data to support commercial decisions.
Business case and launch.
I proposed the name Viya and contributed to the initial app concept, wireframes, brand identity and commercial offer, including membership benefits, pricing and discount structures. The work brought together colleagues across marketing, commercial, operations and development.
I was part of the team that developed and presented the business case to Wasl’s ownership. Following approval, I worked with development and operational colleagues on implementation and launch, particularly the customer proposition and go-to-market plans.
A platform with measurable adoption.
Viya created a direct CRM relationship across the portfolio, providing better insight into customer behaviour and opportunities for targeted marketing and cross-selling between leisure, sport and hospitality venues.
Within its first year, the platform reached 100,000 weekly active users. The project is a practical example of identifying an organisational issue, building an investment case and delivering a consumer business that serves both customers and commercial stakeholders.