Loyalty cards used to benefit Belgian families

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By: Wise Marketer Staff |

Posted on January 25, 2002

Loyalty cards used to benefit Belgian families

The modernisation of a programme launched in 1921 to benefit Belgian families is to use loyalty cards instead of paper stamps.

Authentication software specialist, Keyware, is to provide a complete loyalty solution for a new smart card to be launched by the "Bond van Grote en van Jonge Gezinnen" (BGJG), an independent association formed in 1921 to defend families' socio-economic interests in Brussels and Flanders.

In the past, the 300,000+ families who are members of BGJG have collected paper stamps on a card whenever they made purchases from participating merchants, including shops and even public transport. When the card was full, members could use it to pay for goods. BGJG is now modernising the system, and is issuing members with smart cards on which all relevant purchase information will be stored.

Gradual transition  The transition will be gradual - it is expected to take about two years. A pilot project begins in about 100 shops in West Flanders in March. Keyware will supply the software architecture (its Smart-Shopper loyalty software), the cards themselves, and will handle their personalisation. All loyalty-related transactions will be processed by Keyware Transaction Services. The company will also maintain the system. Keyware expects to generate revenues of some US$1.2m starting in the second quarter of 2002, including licensing fees. Some $400,000 will be from transaction processing and maintenance, so will be recurring.

Greece too Meanwhile, in Greece, systems integrator Inform Lykos Group, recently signed up to use Keyware's Smart-Shopper software for the implementation of the Shell Oil Company's loyalty programme. The software was licensed to Lykos for 625,000 Euro (approximately US$538,000 at the time of writing) and a maximum of 500,000 cards. Lykos intends to develop itself as an operator of loyalty programmes in Greece, Cyprus and Romania.

Keyware is co-headquartered in Brussels, Belgium and Woburn, Massachusetts, USA.

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