SAB Store: How SAB Plans to Build Lifestyle Marketplace for Saudi Customers

Every day, customers seek more value from their banking partners. They want them to cater to their needs in one place rather than just being payment instruments. When their banking apps don’t match their expectations, they are ready to switch to an app that does, relegating banks to a backend payment option.

Saudi customers are no different. They demand more than just financial services—they seek seamless, all-in-one digital experiences that integrate banking with their everyday lifestyle needs.

Recognizing this shift, Saudi Awwal Bank (SAB)—one of the leading banks in the Kingdom, with a market capitalization of approximately SAR 72.95 billion and a retail customer base of over 1.5 million—took a pioneering step.

The bank launched SAB Store, the first-of-its-kind, comprehensive lifestyle marketplace by any financial institution in the Kingdom of Saudi Arabia.

Let’s take a closer look at the SAB Store and understand how it’s redefining Saudi retail customer experiences.

SAB Store: A Step Towards a Seamless Lifestyle Marketplace

In its current version, SAB has prioritized the top needs of its customers, rolling out features optimized for a quick and seamless launch. Through SAB’s digital channels, such as SAB Mobile and SAB Online, customers can shop for subscriptions, vouchers, gift cards, and other products—all within the bank’s ecosystem. Additionally, they benefit from exclusive discounts on select purchases from their favorite merchants, including Amazon, iTunes, and PlayStation Games, further enhancing the value proposition of SAB’s digital banking experience.

This marks a significant shift in the Kingdom’s digital banking landscape—moving beyond core banking into everyday commerce.

Key features of SAB Store

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What will SAB Store 2.0 look like?

SAB must be working on transforming the current SAB Store experience into a comprehensive, one-stop lifestyle marketplace. What might this upgraded version of the SAB Store look like?

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SAB will also consider upgrading its tech architecture to engage and retain customers digitally.

1. Smart Notifications – Leveraging push notifications, email, SMS, and WhatsApp to guide customers in their purchase journeys.‍
2. Payment-Focused Marketing – Running targeted campaigns to drive usage of the bank’s payment instruments.
3. Centralized Wallet & Loyalty – Introducing a centralized wallet to enhance loyalty programs and encourage repeat transactions.
4. Upsell & Cross-Sell Strategies – Utilizing the SAB Store to offer financial and non-financial products, maximizing customer engagement.

Will SAB Redefine Everyday Banking in KSA?

Definitely. The Kingdom is moving toward a seamless digital marketplace, and SAB Store’s initial success is just the beginning.

The opportunity to shape the future of digital commerce is wide open—not just for SAB but for all banking institutions willing to listen to customer needs and innovate. As digital banking evolves, the key will be continuous adaptation to make financial ecosystems truly indispensable in customers' daily lives.

About Nuclei

Nuclei specializes in building purpose-driven ecosystems, collaborating with 25+ global banks and telecoms to design ecosystem-based marketplaces for diverse customer segments, including retail, business, corporate, expats, senior citizens, CXOs, and UHNIs.