MediaCorp Radio to track spending habits of listeners

SINGAPORE: MediaCorp Radio is launching a loyalty card in a bid to retain listener loyalty and build a database with information on listeners' spending patterns. The move also means advertisers can partner with MediaCorp Radio to target select groups of consumers, primarily 12-24 year olds who have proven to be responsive to promotional offers, said Dawn Foo, MediaCorp Radio corporate communications executive. Consumers can use The Radio Card to withdraw cash from ATMs. Those making purchases with the card will accrue "radio points" giving them a chance to enter a prize draw. It also entitles cardholders to discounts from select retailers such as 7-Eleven, The Body Shop and Gateway. Cardholders will also receive invites to special events such as the Radio Music Awards, Class 95's Movies in the Park, Singapore Hit Awards and the Countdown Party. Five of Singapore's top banks will be issuing the card. Application forms are being distributed at 7-Eleven stores, and carry a Sdollars 22 (USdollars 12) application fee. MediaCorp is promoting the card on air and staging events at shopping centres and nightclubs. The database is being developed in conjunction with Access Management Group, a subsidiary of Singapore Telecommunications National Computer Systems.

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