School owner and operator Gems Education has launched a loyalty programme for the families of its students.
About 175,000 places would be required in the K-12 segment in the UAE by 2020, of which 90 per cent is expected to come from private schools, according to a PwC report released on Monday. Abu Dhabi is forecast to need 62,000 places from 52 new private schools, while Dubai needs 74,500 new places from 50 schools.
The private school operator ’s programme will offer discounts and “value pricing” for families of students enrolled at its schools through its business partners.
Gems said it has 10 potential partners who have shown interest to come on board in segments such as air travel, groceries and entertainment. The programme is expected to start in September and affect around 70,000 families.
“There is a growing concern with the cost of living that real income is not matching the cost of living, and this programme is designed to bring that cost of living down for the families,” said Manav Fernandez, the senior vice president for customer loyalty at Gems Education.
Gems would develop a platform on its website where parents can track how much they have saved through these offers.
“Cost will play a critical role in changing the supply-demand dynamic [of schools], with calls for Dubai to have more quality schools below the average annual tuition of Dh40,000,” according to PwC.
Increased competition is also playing a role in efforts to attract and retain students. Dubai alone has 185 private schools, and schools typically reach 75 per cent of their full capacity by the ninth year of operation, according to KHDA.
ssahoo@thenational.ae
