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The Entertainer goes digital only

Donna Benton, founder, Entertainer


The Entertainer goes digital only

Dubai-based global incentives brand, The Entertainer, has decided to go all digital starting 2018. This means doing away with the famous physical booklet after 16 long years to rely solely on the mobile app.

“As we’ve transitioned from print to digital we’ve learnt so much about our customers and how they like to use the Entertainer,” says Donna Benton, founder and chairman of the company, in a statement. “The insights we get from app users means that we’ve been able to constantly adapt and improve our products based on their behaviors and preferences,” she adds.

Going mobile

94 percent of all purchases in 2017 were digital products with only six percent opting for the book. This number was just 13 percent back in 2014 jumping to 45 percent in 2015. The trend is clear with users redeeming digital offers worth AED6.4 million in the past 12 months.

Good news for retailers

Up until now, the brand has functioned on the ‘Buy One, Get One Free’ model. Starting 2018, it is introducing percentage-based discounts and savings as well as adding new categories.

The new ‘Fashion & Retail’ category will feature ‘Spend & Save’ offers from retailers including Magrabi, Steve Madden, Kurt Geiger, LIALI Jewellery, and Time House.

Another new category ‘Everyday Services’ will feature 50 percent off popular service providers including Champion Cleaners, Green Parking, and Shampooch.

Expansion to holidays

Users will now also get access to ‘Entertainer getaways,’ an in-app booking engine covering 550,000 hotels in 200+ countries.


Earlier this month, the brand also launched ‘Entertainer goods,’ an e-commerce site that gives its UAE members access to savings of up to 60 percent on a range of branded items. It also allows users to spend their ‘Smiles’, the virtual currency earned by using the Entertainer.



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