| Loyalty Management Services |
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| Loyalty Programmes are designed to enhance brand loyalty among customers. By offering special rewards and perks, Loyalty Programmes encourage consumers to be ‘loyal' to a particular brand/Merchant. Rewards may be based on the monetary value of purchases made or on the frequency of purchases. A good loyalty management program should be able to enhance the customers' experience at Merchants' outlets. |
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| Recognising the benefits of Loyalty Card systems to both consumers and Merchants, our Group has developed a loyalty management system called CLMS. CLMS is a system comprising a single loyalty card issuer with multiple Merchants. Through our CLMS, Cardholders will be able to earn points and/or bonuses when they spend at selected Merchant outlets. From this, they will be able to redeem gifts and/or rewards at other participating Merchant outlets. In view of this, our CLMS is able to attract new Cardholders while retaining existing ones. |
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| Our CLMS also manages the following key functions: |
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| (i) |
sales transactions and C ardholder data collected at the point of sale ; |
| (ii) |
loyalty point enquiries ; |
| (iii) |
loyalty point accumulation and redemption ; and |
| (iv) |
loading and managing C ardholder details . |
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| The Loyalty Card-based transaction (includes the co-branded Credit Card-based Loyalty Cards and standalone Loyalty Cards) travels from EDCPOS Terminals or other non-terminals interface through a series of integrated networks for authorisation against the Cardholder's account. These integrated networks include that of the Acquiring Bank (and Issuing Bank if applicable), Card Organisations and CLMS Host Application Server, which will communicate with one another. |
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| The transaction data contains information derived from the Cards (e.g. the account number), the EDCPOS Terminals and other non-terminals interface (e.g. the merchant number), transaction details (e.g. the amount), together with other data which may be generated dynamically or added by intervening systems. The Issuing Bank's Host Application Server and/or CLMS Host Application Server will either approve or decline the transaction and generates a response message that is delivered back to the EDCPOS Terminals and other non-terminals interface in real time. |
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| When a loyalty Cardholder makes a purchase at participating Merchant outlets, points are earned which are then captured by the EDCPOS Terminals or other non-terminals interface . Once the transaction has been approved, the information is then relayed to the CLMS Host Application Server which will process and update the Cardholder's earned points. Depending on CLMS customers' requirement (e.g. MATTA), the points can be updated in real time or at the end of business day. Our Group's CLMS enables the loyalty Cardholder to redeem points earned either at participating Merchant outlet(s) or via online. The transaction process for our CLMS is illustrated in the diagram below. |
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