BonusLink results suggest consumer confidence rising

Running from October 2003 until February this year, the communications campaign generated strong results, reaping more than RM1.3 billion (US$342 million) in total sales for BonusLink partners. Cross-loyalty increased by more than 16 per cent, while the number of card swipes reached 18 million over the four months. "It is a very strong sign of consumer confidence in the programme," said BonusLink marketing communications manager Victor Loh. "The market is flooded with loyalty programmes, but ours really showed the strength of our partners." BonusLink had launched the initiative at a time of fragile consumer sentiment: "I've always maintained a practice of doing campaigns in a creative manner," said Loh. "We wanted to build consumer confidence and solidify our position and brand." The news comes as BonusLink launched its latest promotion -- an SMS programme based on Euro 2004. Users receive BonusLink points for downloading tournament-related content. "We see the mobile channel as something that will be a strong area to work on," said Loh.