Arab Finance: Fawry for Banking Technology and Electronic Payment entered into a strategic partnership agreement with Arabian Food Industries Company (Domty) to launch an innovative B2B loyalty program targeting Domty’s network of wholesalers and distributors across all governorates in Egypt, according to an emailed press release.

The collaboration aims at digitizing trade promotion tools and enhancing supply chain efficiency in the fast-moving consumer goods (FMCG) sector. It also introduces a full-fledged technological solution that goes beyond traditional loyalty program methods.

The new system distributes cash-out vouchers printed on scratch cards, which are placed inside Domty product packages. This allows traders and distributors to instantly redeem the cash value of these vouchers at Fawry Plus stores or at thousands of Fawry retail POS systems across the country.

Hossam Ezz, Chief Commercial Officer at Fawry, commented: “This partnership reflects Fawry’s strategy of empowering leading companies to build stronger and more sustainable relationships with their business partners through a flexible and customizable digital infrastructure.”

He added: “We are committed to innovating financial tools that accelerate digital transformation in the FMCG sector, transforming paper-based processes into instant digital experiences characterized by security and efficiency.”

For his part, Mohamed El-Damaty, CEO and Vice Chairman of Domty, stated: “Through this partnership, we have created an easy and effective digital mechanism that ensures promotions reach their beneficiaries as quickly as possible, contributing to improving the wholesalers' experience and enhancing distribution efficiency, which ultimately supports the growth of the Egyptian market.”

The partnership reflects both parties’ commitment to promoting financial inclusion by reducing reliance on cash in B2B transactions, in line with Egypt Vision 2030 to build an integrated digital economy.