Raiffeisenbank launches Malina loyalty credit card
Following the signing of a programme partner agreement, Raiffeisenbank Austria and Visa International have launched a new ‘Malina Raiffeisenbank’ credit card, according to Loyalty Partners Vostok, which is running and developing the Moscow-based coalition loyalty programme launched in April 2006.
The co-branded credit card acts as both a Visa credit card and a Malina loyalty programme card. The card provides Malina members with an opportunity to earn extra Malina Points for every purchase made using the card, at the rate of 20 Points for every 200 Rubles spent. Points are also earned for all card spending outside Russia, as well as for internet purchases.
Double dipping If customers pay with the credit card for their purchases at any of the Malina partners outlets or for Malina partners services, they will receive points both for the goods and services purchased, plus points for using the card for their payments.
Redemption Malina currently claims a membership base of 700,000 families that shop at or use the services of partner retailers. Malina Points can be redeemed for a range of rewards from the Malina catalogue, or online.
Partner network Malina now has almost 400 participating points of sale in the Moscow retail market through its existing partner network, which includes Ramstore supermarkets, Vimpelcom (through mobile operator Beeline), TNK-BP (BP stations), 36.6 Pharmacies, and the restaurants of the Rosinter group (those being Il Patio, Planeta Sushi, TGI Fridays, American Bar and Grill, Moka Loka 123 Cafe, Benihana, Santa Fe, and Cafe des Arties).
Signing up The Malina-Raiffeisenbank card is to be offered to all existing and potential Malina members who qualify under Raiffeisenbank’s usual credit criteria. To apply for a Malina Raiffeisenbank Visa credit card, Malina Members simply complete an application form in any of the Bank’s branches, or at selected retail partner outlets.
If the credit card applicant is not yet a Malina member, Malina cards can also be obtained instantly at any of the 400 Malina participating points of sales and Raiffeisenbank branches, or through an online application.
Background Loyalty Partners Vostok Ltd owns and operates the Malina programme on behalf of its retail partners. It was founded in 2005 for the purpose of designing, launching, operating and developing the Malina programme in Moscow and across all Russian cities. Loyalty Partners Vostok have developed the Malina programme in a strategic partnership with UK-based strategic consulting firm CM4P (Customer Management for Profit).
Raiffeisenbank is a subsidiary of Raiffeisen International Bank-Holding AG, which is the steering company for subsidiary banks and leasing units in 16 markets of Central and Eastern Europe. Earlier in 2006, Raiffeisen International acquired JSC Impexbank. More than 11 million customers are served via over 2,700 business outlets.