Embracing innovation and thinking creatively, the Aldar Group in Abu Dhabi constantly focus on the retail experience and how best to increase dwell time at Yas Mall / Ferrari World. Building a positive brand engagement through the Darna Loyalty Program the constant challenge is to better understand customer behaviour with data insights.
Working in partnership with the Rovar Team, Speed AR is a brilliant virtual formula fun experience that has got hundreds of families and children actively engaged. As a fully interactive AR game with a series of 40-metre racing tracks, players get the opportunity to customise their cars for ultimate racing conditions before entering the multiplayer game in the heart of Yas Mall. Real-time leaderboards keep track of the scores and loyalty points mean prizes.
Tournaments and qualifying rounds create great competitive events where customers are rewarded for their driving skills and also encouraged to contribute ideas for the next release of the Speed AR and join our Rovar Development Team and have their name added to the game developers’ credits. All good reasons for families to revisit the mall and compete once again and see their implemented ideas in action.
The data generated and reporting provides Aldar with valuable insights, highlighting new Darna card registrations, dwell times, revisits and re-engagement to keep delivering a world-class customer experience.
