Loyalty card steps up relationship building

The new channels include a community area where cardholders can post classified ads and details of forthcoming events as well as sections on film, music and books allowing members to read articles and write their own reviews. BonusLink has also invited members to submit their own stories for publication, with points awarded to any that are published. The new services lay the foundation for an online community that will increasingly become driven and managed by members, explained the reward programme's marketing communications manager, Victor Loh. "Previously we just had promotions and redemptions -- it was a very functional site," he said. "The numbers are very strong -- 30 per cent of our members transact on our website -- but we thought, let's do more, let's build on the momentum we have to drive loyalty and have more interaction with our members." The scheme had already received 250 classified ads within four days of launching, he added. The company was also exploring the possibility of selling commercial adspace on the new site, although Loh stressed the priority was to drive loyalty for its four main shareholders. BonusLink is promoting the enhanced website with ads in Malaysia's major newspapers supported by a radio campaign and a forthcoming TVC to air on Astro, one of the loyalty card's shareholders, as well as a range of below-the- line activities. BonusLink has also launched a separate campaign to push its new mobile capabilities, signing up as a sponsor for the Malaysian release of the new Bridget Jones movie. The company has unveiled a raft of Bridget Jones-themed mobile phone services to complement its sponsorship, including a mobile blog where members can SMS through their diary entries for online publication, a mobile-enabled love calculator and subscription-based daily tips on subjects such as dating and friendship, with points awarded to members signing up. These activities will be supported by the website where BonusLink will host an e-auction of movie memorabilia and post mobile blogs and the results of love polls. Members will also be able to acquire VCDs of the original Bridget Jones film by redeeming points they have collected.