MUSCAT: The National Office for Local Content is in the process of developing a loyalty program aimed at encouraging the purchase of local products and services, a senior official has disclosed.
Eng. Maryam Mohammed al-Kamali, a Member of the National Office for Local Content at the General Secretariat of the Tender Board, elucidated the concept behind the loyalty program: "The Loyalty Program is envisioned as a platform for citizens, featuring a comprehensive listing of all local products and services. Upon purchasing a product from any retailer, points will be automatically credited to the customer's account through this program, contingent upon the percentage of local content in the product. For instance, if a product is entirely locally produced, the points accrued will be more significant; if it contains 60% local content, the points will be lesser, and so forth." In an interview with a local radio station, she further elaborated: "This initiative extends to all Omani products as well as local services. Should a citizen utilize a service from a local enterprise, points will be accumulated as well. The objective is to build up these points, at which point rewards may be offered, such as discounts on services or savings on other necessary items." Furthermore, the program will provide users with visibility into their contributions towards supporting local products and services.
This loyalty program is a component of a broader strategy to enhance local content and in-country value (ICV) within Oman. Earlier this year, the Council of Ministers sanctioned the National Local Content Policy (2024-2030), leading to the establishment of the National Office for Local Content under the auspices of the General Secretariat of the Tender Board.
Eng Al Kamali, the representative from the Office, has disclosed that the institution is presently engaged in the development of a comprehensive national strategy aimed at promoting local content. "At present, the office is at the initial stages of this endeavor, concentrating its efforts on four key sectors: health, construction, services (which encompass electricity and water), and energy. Our objective is to devise a national strategy for local content within these sectors, pinpoint opportunities for localization, and execute initiatives over the forthcoming years. These initiatives are designed to generate employment opportunities, enhance direct investment, and localize industries by fostering the establishment of factories for the production of locally manufactured products, thereby reducing reliance on imports. Collaboration with the Oman Vision 2040 Implementation Unit is underway," she elaborated.
Furthermore, she announced that the office will be inaugurating a national laboratory dedicated to local content in November, following which the approved national strategy will be formally announced.
