Five new partners for Malaysia's BonusLink programme

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By: Wise Marketer Staff |

Posted on July 21, 2005

Five new partners for Malaysia's BonusLink programme

Malaysian coalition loyalty programme, BonusLink, has added five new partners, bringing the total of participating brands and companies to 43, and expected annual spend with partners to over US$1.5 billion.

The new partners are:

  • RHB Bank Berhad, where BonusLink members can collect points when they make foreign exchange remittances or purchase foreign currency notes and travellers cheques. The bank will also issue points for personal multi-currency accounts. According to Goh Beow Hock, Vice President, Regional Treasury, Sales & Trading Department, the bank chose to work with BonusLink due to the programme's past success and wide range of partners.  
  • Khind Holdings Berhad Group, who manufacture and market consumer appliances, will issue BonusLink Points for any purchase of Khind brand products.  
  • Jaring Communications, who will issue points for consumers' (but not corporate) dial up Internet accounts, wireless broadband and MY015 Internet Telephony accounts.  
  • Seng Hup Holdings will issue points when members buy any of its lighting equipment; and  
  • Abbott Laboratories, which will become one of the programme's business-to-business partners. Through the Abbott Diabetes Care division, BonusLink Points will be awarded to participating retail pharmacies for selling Abbott's range of blood glucose meters.

Points earned in the programme can be redeemed for branded household, personal and lifestyle gifts.

Broad usage BonusLink is managed by BonusKad Loyalty which is backed by four major shareholders – Shell, MBFCards (Malaysia), Parkson, and Usaha Tegas (the majority stakeholder in Maxis and Astro). The programme has 3,000 outlets nationwide, covering the petrol, banking/finance, retail, telecommunications, broadcasting, hospitality, food and beverage, household, electrical, healthcare, personal, fashion and automotive industries. To date, the programme has 4 million members from 2.7 million households representing two-thirds of the urban population.

According to Victor Goon, BonusLink's General Manager: "We are essentially a marketing services company in that we help our partners market their products and services. In 2004, our members spent RM5.2 billion (approx. US$1.37 billion) at partners' outlets and this is expected to increase to RM6.0 billion (approx. US$1.58 billion)  by the end of 2005.

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