When Giftstarr first collaborated with Line Investments & Property SP LLC and NymCard to create the next-generation Visa-powered LAKA gift card program, the goal was clear: to completely redefine the gifting landscape across the Middle East. Rolled out across Line Investments’ 19 premier shopping malls in a record-breaking eight weeks, LAKA arrived at the perfect time. Since then, this trailblazing programme has grown into a globally recognised, award-winning benchmark for modern retail gift solutions.
Driving Experiential Growth Across 19 Premier Malls
LAKA, derived from the Arabic word meaning “For You”, is engineered entirely around the guest experience. The LAKA gift card program isn’t a simple transaction: it’s an open-ended invitation to explore. Accepted across more than 4,000 regional and international brands, LAKA allows users to unlock custom brand offers tailored per mall. Whether visitors are shopping at Al Wahda Mall in Abu Dhabi, Silicon Central in Dubai, or Al Foah Mall in Al Ain, they have instant access to exclusive discounts on dining, entertainment, and fashion.
Giftstarr provides end-to-end program management; including our advanced Till System, Cardholder Portal, and Reporting Suite: allowing mall operators to effortlessly improve the user experience and track customer behaviour trends in real time.
An Award-Winning Formula for Service Excellence
The strength of this partnership was recently highlighted at the Retail Congress MENA 2025 Awards Gala in Dubai. Under the event’s guiding theme, “Hit Reset: Transforming Retail for Impact”, Giftstarr was honoured with the prestigious Service Excellence Award by the Middle East Council of Shopping Centres & Retailers (MECSR).
The celebration continued as our valued partners, Line Investments & Property, swept multiple categories in retail and property management. This joint recognition acts as a powerful validation of the LAKA gift card program product. When you merge market-leading financial infrastructure with a commitment to client success, you create an unbeatable retail ecosystem.
Groundbreaking Features: Tech Meets Human Connection
What truly sets the LAKA programme apart is how it bridges the gap between secure fintech and memorable human interactions. Through the dedicated platform at laka4u.com, the programme introduces an industry-first feature in the GCC: personalized gift video messaging. By simply scanning the QR code on their physical card, gifters can record and attach a video message. This transforms a gift card into a highly emotional, shared memory.
This seamless fusion of tech and emotion is anchored by robust security infrastructure. With Giftstarr, malls can offer load capabilities from AED 50 to AED 55,000, real-time balance updates, partial redemptions, and smooth mobile app integration.
The integration of VISA’s secure payment infrastructure with QR video messaging demonstrates our commitment to innovation. This unified platform ensures both transaction security and seamless customer experience across our mall network.
Praveen Thaikandiyil, Manager
Setting the New Standard for Global Retail
The evolution of the LAKA programme proves that the future of retail belongs to brands that can successfully turn data and transactions into genuine customer engagement. As we continue to expand our services and enhance our platform’s capabilities, Giftstarr remains dedicated to helping landlords, property groups, and retailers capture new revenue while building unshakeable community loyalty.
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