Vice Versa moves into loyalty with Dubai gold card

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By: Wise Marketer Staff |

Posted on July 9, 2007

Vice Versa moves into loyalty with Dubai gold card

Vice Versa has just launched its new Vice Versa Gold loyalty card for visitors to Dubai, extending the validity period to two years instead of the one month offered by the original Silver card.

Following the success of the Vice Versa Silver card, Vice Versa International decided to launch the Gold card, a smart chip card designed for premium visitors who travel to Dubai on a regular basis, or for those who intend to stay in the city for extended periods of time.

Cash back rewards The personalised Vice Versa Gold card is a visitor loyalty card that rewards cardholders with cash-back on their purchases at partner outlets throughout Dubai. The cash back rewards are instantly credited to the card, and can then be spent immediately on other Vice Versa purchases.

Vice Versa now has network of more than 250 cross-category partners, allowing cardholders to earn rewards for shopping, dining, playing golf, relaxing at a spa, sightseeing, and for using various travel services in Dubai. Partners include brands such as Hugo Boss, Kenneth Cole, Tommy Hilfiger, BCBG Maxazria, Porsche Design, Jacob & Co, Calvin Klein, along with a number of the city's restaurants and service providers.

Relationships and relevance The Silver card has been available for one month, and is reported to have been very well received. The cards are provided in a Vice Versa welcome package that also contains a printed guide to Dubai's attractions and merchant partners.

According to Kira Milan, managing director for Vice Versa, the first Vice Versa Gold cards have already been issued and there has also been some interest in upgrading from Silver cardholders. Milan told The Wise Marketer: "The Gold card takes Vice Versa into the realms of customer loyalty, as we build a profile of each card user to be able to communicate with them and help them make the most of Vice Versa during their stay."

Gold card benefits A unique benefit for Gold cardholders is that they can check their card's cash balance online by logging into the Gold card section of Vice Versa's web site.

Gold cardholders will also be kept up to date with any new information on the Vice Versa programme (e.g. new partners and offers) and the additional rewards they can take advantage of when visiting the city.

Multi-city plans ahead According to Milan, Vice Versa Gold is part of the company's multi-city strategy to create a smart chip card programme that addresses the needs of the modern global traveller, and it is Vice Versa's eventual aim to take the programme into other cosmopolitan cities around the world.

The new gold card is expected to be valid in all such cities, regardless of where it was originally issued, with seamless currency conversions taking place at the point of sale.

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