Born in the UAE

    • FAQ - TGM Rewards

    TGM Rewards Focus Group Insights


    Topic: First impressions of TGM Rewards

    Participants invited: 13 TGM Club members

    Participants in attendance: 7/13

    Session duration: 1 hour 

    Agenda for the session: Linked here



    How Our Customers Engage with Other Programmes

    • Loyalty fatigue: Users find most programs (FARFETCH, Namshi, Amber, etc.) feel generic, offering the same rewards: birthday discounts, free shipping, early access. None stand out.

    • Low engagement with points-only systems: Some users feel programs like Aura or Skywards take too long to reward. This leads to low motivation.

    • Examples of loyalty programmes mentioned our customers are using - Amber (Bloomingdales), Aura, Blue Reward, Namshi, Skywards, Farfetch, Level Shoes

    Suggested approach:

    • Offer quick wins early in the journey

    • Create unique, non-monetary benefits (e.g. community events, personalisation)

     

     

    TGM Rewards Strategy Feedback

    Overall Reception


    • TGM opportunity: Stand out by focusing on emotionally engaging, experience-led rewards (not just discounts).

    • Participants were positive about the idea of TGM Rewards and appreciated being consulted before launch.

    • The tiered model based on spending was well understood and generally well received.

     

     

    Branding & Visual Identity

    Preferred Naming:

    • Conceptual names (Believer, Advocate, Change Maker, etc.) were strongly preferred over generic ones like Bronze, Silver, Gold. All 7 participants preferred this naming convention.

    • These titles created a sense of emotional connection and alignment with the brand's mission.

    • Participants felt terms like "Advocate" had more brand storytelling power than commercialised terms like “Bronze, SIilver, Gold”. They felt these were more appropriate for a bank.

    • Terms like Advocate made customers feel like they are really supporting the brand and that you are part of the community and something bigger. They felt ‘bonded’ to the terms.

    • Terms like Bronze, Silver and Gold felt cold and boring and very commercialized. They felt like they were connected to the money you spend. Felt like something you would associate with credit cards.

    • Coin icon was either not noticed or described as a bit commercial. Once participant did suggest the coin felt a little ‘cheap’.

    • Participants preferred a more authentic or “badge-style” icon, with references to Apple Watch-style achievement badges.

    Colour Preferences:

    • Neutral TGM-aligned tones (classic colours - ivory, clay, mushroom, navy and black) were preferred over gradient or bright tones (e.g., bronze, silver rose gold, gold and platinum). All 7 customers voted for the TGM aligned tones when shown both designs side by side.

    • Participants suggested a deeper link between tier names and colour symbolism to enhance meaning.

    • They felt the ivory, clay, mushroom, navy and black were more aligned with the brand and helped the loyalty programme look unique. 

     

     

    Rewards Structure & Benefits

    Popular Benefits:

    • Exclusive gifts (e.g. accessories not sold online) were favoured over discounts or vouchers for birthday rewards.

    • Priority access to sales and events were highly valued, especially for top-tier members.

    • Priority access to new drops as one participant mentioned its hard to get his size when new drops are released and another stated he would feel more special having access first.

    • Coffee vouchers and secret promo codes were seen as nice “extras.”

    • One participant suggested a review of the benefits after 6 months with members from TGM club.

    • When asked what kind of birthday gift customers would like to receive with the options being gift voucher, discount code or exclusive gift. Exclusive gift was most popular. There was also a suggestion of a discount that is 25-30% (same as what other brands offer).

    Suggestions for Improvement:

    • Incorporate eco-conscious options, such as:

      • Recycling schemes for old TGM items in exchange for credit (like Apple’s model)

      • Donating points to charity (e.g. Tarahum) as part of the "Humanity in Motion" positioning

    • Consider a "Try at Home" styling program for high-tier members, to increase engagement and basket size.

    • Include a subscription-based option offering ongoing discounts.

    • Offer the choice of bithday gift - either a voucher or a physical item.

     

     

    Points System

    • The earn and redeem model was clearly understood.

    • Participants appreciated:

      • A 1-year validity on points

      • A 3-month usage window for redeemed vouchers

    • Some suggested longer expiry for points or vouchers to align with seasonal drops and shopping patterns.

    Suggestions for Improvement:

    • Ability to pay money to extend your points when they’re expiring.

    • Request to be informed by push notification when points are expiring.

    Tier Entry & Legacy Customers

    • Participants wanted clarity on how existing loyal customers would be treated.

    They supported:

    • Auto-assignment of tiers based on recent spend (last 3 months)

    • Recognition of long-standing loyalty

    • One concern: Summer purchase behaviour may not reflect typical spend due to travel, so basing tiers on this might penalise some.

    • No concerns around tier spend per year.

     

     

    Phase 2 Opportunities

    Participants were excited about:

    • Event integration, with loyalty-based access to sessions like yoga, community coffees, etc.

    • Creating more community-centric engagement, not just transactional perks.

     

     

    Emotional & Brand Connection

    • The brand was repeatedly described as emotionally resonant, wholesome, and closely tied to UAE identity.

    • Participants valued TGM for being homegrown, eco-minded, and community-driven, and expect the rewards program to reflect these values- not just commerce.

     

     

    Top Motivators to Join

    • Priority access to sales (especially pre-sale access)

    • Invitations to exclusive events

    • Early access to limited editions

    • Members want unique, exclusive experiences, not just standard loyalty points.

     

     

    Rewards Dashboard Design (UI/UX Demo)

    • Clear visibility of tier, points earned, and spend required for next reward or tier is appreciated.

    • Users liked the idea of being able to see:

      • Current tier benefits

      • Upcoming tier incentives

      • Spend history and point expiry

    • Customers were in favour of having a TGM Rewards card they could add to their Apple wallet and scan in store to collect points.

    • Customers like the overall look and feel of the design and wanted to engage with it.

    • Customers clearly understood the banner on PDP showing how many points they would earn.

    Suggested improvements:

    • There was a feeling that it might take too long to be able to redeem points for gift vouchers.

    • Would like to see when points are expiring (already in the designs but not shown)

    • Suggestion to link family accounts together to club points.

     

     

    Personalisation is in Demand

    • Strong interest in customisation options, such as:

      • Names, initials, cities (e.g. "KT", "Dubai")

      • Catalog-style graphics customers can choose from to have printed on the back of t-shirts and hoodies (e.g. flags, symbols, interest-based icons like Marvel or F1)

    • Members are happy with non-returnable policy for customised items.

    • Recommendation: keep options limited and brand-safe (avoid political/religious content).

     

     

    Rewards Email Design

    • Emails seen as:

      • Simple and minimal looking

      • Easy to understand, with a clean aesthetic

    • Suggestion: possibly increase visual clarity or excitement to stand out from general browsing.

     

     

    TGM Brand Love & Loyalty

    • Multiple members shared powerful origin stories about how they discovered TGM.

      TGM is seen as:

    • A wholesome, local brand

    • Symbolic of UAE pride, especially when worn abroad

    • A go-to gift and part of their everyday wardrobe (gym, work, travel, lounging)

    • Several customers act as unofficial brand ambassadors, spreading the word and encouraging others to buy.

    • TGM is worn across occasions: work, travel, gym, casual outings, home, gifting.

    • Multiple participants consider themselves mini influencers or TGM brand ambassadors within their circles.

    • TGM’s local roots and emotional connection matter deeply to many customers.

     



    When Customers Wear TGM

     

    TGM is worn everywhere and every day. Customers shared they wear it:

    • For working out – especially the SoftSkin line

    • To the office – oversized tees, hoodies, formalwear, especially on casual days

    • While travelling – comfy, coordinated sets that feel like loungewear but look elevated

    • At home – crop tops, joggers, and loungewear for comfort and confidence

    • At the beach – using TGM tote bags and robe-style pieces

    • For gifting – often bring it as a symbol of UAE pride when visiting abroad

    • In daily life – malls, errands, and even just hosting friends

     

     

    Why They Wear It

    • Feels local and personal – proudly represents the UAE abroad

    • Comfort meets quality – products feel premium yet wearable

    • Loyalty runs deep – many customers are vocal advocates who influence friends and family to shop

    • Closet staples – multiple people said their wardrobes are exclusively TGM now

     

     

    Community-Driven Opportunities

    • Members love feeling part of a real community.

    • Requests for more creative, interactive events, e.g. live embroidery or customisation stations.

    • The "Fred's Coffee" event was a highlight; members want more like it.

    • Suggestion for a TGM running club.

     

     

    Survey


    Customers were asked to complete a short survey after the loyalty demo. We wanted to capture first impressions independently before holding a wider group discussion where individual opinions formed based on the collective response.

    https://docs.google.com/spreadsheets/d/1GeeSaVJmfTtuJEWRRCDUIka4-qiL7jiMnt7IaBei4DQ/edit?usp=sharing




    Transcripts of interviews are available on request