First Abu Dhabi Bank (FAB) has received the Best Eco-Loyalty Initiative at the prestigious International Loyalty Awards 2024 for its purpose-driven loyalty programme powered by Collinson Group, a global leader in airport experiences, loyalty, and customer engagement solutions.

The partnership between FAB and Collinson was recognized for their joint efforts in providing customers with a rewards programme focused on environmental conservation through sustainability-driven services. This initiative allows customers to enhance their rewards while actively participating in sustainability endeavors such as tree planting, coral reef restoration, and the redemption of eco-friendly products and services.

Collinson's loyalty engine and associated services enable customers to engage in initiatives through their spending, including the Give A Ghaf Tree Planting and Project REEFrame coral reef programme. This engagement also encompasses gamification with eco-friendly rewards, sustainability tips, and the redemption of products from the Green Ecostore at the FAB Rewards Shop.

Priyanka Lakhani, senior vice-president of Commercial, EMEA and International at Collinson, expressed pride in the partnership with FAB and their mutual dedication to integrating eco-consciousness into loyalty programmes. This collaboration demonstrates how innovation and environmental responsibility can work together to create valuable customer experiences and a positive global impact.

Robert Kufersin, head of Loyalty and Partnership for FAB, emphasized the bank's strategic priority of innovation, sustainability, and service excellence. FAB aims to deliver unique rewards and product experiences that prioritize customers' shift towards environmental stewardship, acknowledging the support of Collinson Group in achieving this goal.

The close collaboration between FAB and Collinson offers customers a diverse range of rewards programmes, allowing users to accumulate benefits through various activities, including personal loans, mobile and online banking services, maintaining consistent monthly account balances, and utilizing debit and credit cards for transactions.

Collinson is renowned for providing advanced loyalty solutions that help businesses offer rewards tailored to their customers' preferences, thereby fostering loyalty. In contrast to traditional banking schemes that primarily incentivize credit card spending, the FAB Rewards programme encompasses every customer interaction with the bank, ensuring a comprehensive and inclusive approach to rewarding loyalty.