Multi-country loyalty card launches in Asia-Pacific

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By: Wise Marketer Staff |

Posted on June 14, 2006

Multi-country loyalty card launches in Asia-Pacific

Following its recent requoting on the Australian Stock Exchange, the loyalty, reward and card payment solution firm DCS Technologies has launched a new loyalty rewards card platform for the Asia Pacific region in a strategic venture with Hong Kong-based loyalty card provider One Group International.

DCS plans to roll out the new rewards card platform in Australia, China, Hong Kong, Malaysia, Singapore, Taiwan and The Philippines. Then, over the next one to two years, the platform will be made available in additional countries in the region.

The platform allows customers of participating companies to use a loyalty card to earn rewards (in the form of cash back) at participating retailers and service providers.

Multinational earn-and-burn According to Peter Abotomey, DCS' chairman and CEO, "The new rewards card is the first cross-border loyalty programme in which customers can earn cash back rewards at participating retailers in any one of seven countries, and then redeem these in any of the other markets."

The card is to be distributed by banks, retailers, airlines, hotel groups, utilities, insurance and telecommunication companies seeking to improve customer acquisition, retention and spend levels.

Back-end operations MarketSmart, a DCS company that provides the back-end processing infrastructure to support loyalty, reward and payment card programmes, will support the new card technologically. The rollout is planned to bring an additional 3.5 million cards under DCS management within 12 months, moving the company closer to its 10 million card target within the next 3 years.

The rollout of the rewards card will be funded from part of the proceeds of the US$5 million capital raising recently completed by Bell Potter. DCS will have a 75% interest in the new venture, with the balance being held by One Group International.

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