Carrefour Malaysia launches new loyalty programme
In conjunction with Malaysian coalition loyalty provider, RealRewards, Carrefour has launched a points-based 'shop, swipe and redeem' loyalty programme in Malaysia.
Carrefour expects to invest some RM1.5m (approx. US$428,000) in the programme, plus an additional RM250,000 (US$71,328) worth of promotions over the first three months of the programme, including a Proton Persona as the grand prize for a contest held in conjunction with the launch.
To enter the contest, members need to spend an accumulated total of RM500 in a month at Carrefour and Petronas Service Stations.
Boosting the points Acknowledging that a points-based loyalty card programme is more difficult to develop due to the time taken to build up points to discount or rebate cards that offer instant gratification, Carrefour has built in a boost for customers with a launch offer of one point per RM1 (US$0.29) spent. This is said to be double what other retailers are offering.
The programme will be managed by Electronic Commerce Technology, the programme manager of the RealRewards programme. Carrefour will receive CRM and database marketing services from the company.
Launch campaign Members of RealRewards' 2.6 million household membership database, and Petronas Kad Mesra members, will automatically be eligible to collect points and participate in promotions and activities in the programme.
RealRewards and Petronas Kad Mesra members can initially collect 1 point for every RM1 spent at all eleven participating Carrefour stores nationwide. Thereafter, members will earn 1 point for every RM2 spent.
During the launch period members of the programme can redeem RM10 Carrefour or Petronas vouchers for every 1,000 points collected at Carrefour or Petronas.