GEMS Education partners with Aimia to develop region’s first Education Rewards Programme


Global data-driven marketing and loyalty analytics company partners with world’s largest K12 education provider to enable tuition ‘cost neutrality’ for parents 

Dino Varkey and Paul Lacey

Dubai, UAE: GEMS Education has partnered with Aimia Inc. (TSX:AIM) – a data driven marketing and loyalty analytics company headquartered in Canada –  to create the region’s first education-related rewards and benefits programme.

Aimia and GEMS Education will develop a programme that will provide the GEMS community of over 300,000 parents, teachers, staff and students, from 48 GEMS schools in the UAE, with partner discount offers and special tailor-made experiences that will help offset the cost of tuition fees.

The initiative is also GEMS Education’s way of giving back to parents and saying ‘Thank You’ for the trust that has been placed in their schools over the years.

Dino Varkey, Chief Executive Officer, GEMS Education, said: “Following our announcement of the GEMS Rewards Programme earlier this year, we appointed Aimia as our programme consultant and technology provider to shape the initiative. Our primary aim is to help reduce the net effect of school fees on a family’s budget and to reward GEMS teachers and staff for the amazing work they do.”

The programme will leverage the latest mobile technologies to deliver personalized and targeted rewards. Partnering with the region’s most sought after brands, the programme will offer enticing discounts, buy one get one offers on products/services, privileges and exclusive experiences across dining, healthcare, wellness, hospitality, travel, retail, entertainment, toys and stationery. It is anticipated that more partners will be signed up over the next few months.

Paul Lacey, Aimia Middle East Managing Director, explained: “The team at GEMS Education are progressive thinkers with a strong vision for the future. Aimia and GEMS are working together to develop a market leading reward proposition that will provide real value back to parents, teachers and staff. Whilst this is a brand-new sector for us, the fundamentals of loyalty and data driven marketing remain – to provide a unique, rewarding and personalised proposition for customers.”

Aimia owns several coalition loyalty programmes including the highly successful Air Miles in the Middle East and Nectar in the UK. They also manage programmes for blue-chip clients around the world including clients in the UAE, Qatar, Saudi Arabia and across the GCC covering the retail, banking, hospitality, telecom and entertainment sectors.

About GEMS Education:

GEMS Education is a pioneering education company. Through our schools, consulting practice and our charitable foundation we are advancing education for all. Every day in our schools around the world, we prepare thousands of children of all ages for real world success. We are a catalyst and delivery partner. We work with governments, donor agencies and private clients to improve education systems, and provide vital training for young people in an increasingly competitive world. Through the Varkey Foundation we campaign for, and support initiatives that change lives through education.

About Aimia:

Aimia Inc. (TSX:AIM) is a data-driven marketing and loyalty analytics company. We provide our clients with the customer insights they need to make smarter business decisions and build relevant, rewarding and long-term one-to-one relationships, evolving the value exchange to the mutual benefit of both our clients and consumers.

With about 2,900 employees across 16 countries, Aimia partners with groups of companies (coalitions) and individual companies to help generate, collect and analyze customer data and build actionable insights.

We do this through our own coalition loyalty programs such as Aeroplan in Canada, Nectar in the U.K., and Air Miles Middle East, and through provision of loyalty strategy, program development, implementation and management services underpinned by leading products and technology platforms such as the Aimia Loyalty Platform – Enterprise and Aimia Loyalty Platform – SaaS, and through our analytics and insights business, including Intelligent Shopper Solutions. In other markets, we own stakes in loyalty programs, such as Club Premier in Mexico and Think Big, a partnership with Air Asia and Tune Group. Our clients are diverse, and we have industry-leading expertise in the fast-moving consumer goods, retail, financial services, and travel and airline industries globally to deliver against their unique needs.