FAR from just running casinos, Genting Resorts World Berhad is now focused on building communities for Small and Medium scale Industries (SMI) and corporate organisations, and it is doing this through its Genting WorldCard programme.
Resorts World Berhad executive vice president Lee Choong Yan said the WorldCard would provide service to everyone, even a tyre company, by offering membership and benefits to its clientele.
“We work with those who have a client base by giving discounts and offers through our 900 merchant outlets. WorldCard will maintain programme partners' management systems software and keep track of its clients.
“As they purchase more of the items, they gain points and can convert these points to get free nights’ stay at Genting resorts or earn points to get free meals or other items. They can also redeem the points for credit on their next expense.''
It’s a win-win situation for the card's merchants and members – the members get value for money through discounts and the merchants boost their sales, Lee said.
WorldCard is gradually growing as its members start to take advantage of the card’s privileges and benefits.
“It provides instant recognition and acceptance in Genting Highlands,'' said Lee, who listed some of it’s affinity programme partners as Siang Hin WorldCard, Gin Ryu Tei WorldCard, Transtar WorldCard and 707 WorldCard.
“Worldcard is the only loyalty programme that has three different exclusive programmes: co-brand, affinity and strategic alliance programme with other corporate organisations,'' he said.
Some of the privileges and benefits are 24-hour Genting WorldCard call centre service, 24-hour immediate card replacement, membership hotline, a dedicated show reservation line, airline ticketing reservation, garage and breakdown services.
WorldCard provides more prominence for small and medium entrepreneurs and positions them in the marketplace, Lee said.
In addition to providing the loyalty programme, WorldCard also supports its programme partners through database management by profiling its members to give personalised service.
Compared to other credit and loyalty cards, when a member swipes a WorldCard at a partner's outlet, the personal particulars, spending behaviour, frequency and spending pattern is tracked.
“With this information, we can assist our partners and merchants to do tactical campaigns by profiling. Partners will also be able to know who their customers are, their top performing outlet and the high spenders.”
Some of WorldCard’s co-branding partners are NichiMa-AAM, Rediffusion, Sunrise, Big and Echo GIG Hong Kong.
As a boost to Malaysian tourism, Genting Resorts World recently announced that it is giving out 60,000 free nights this year to about one million of its card members.
By giving out the free nights’ stay to its card members, the resort wants to woo more people to experience its city of entertainment at Genting.
This month, free one-night stays are being given to selected members born in the Year of the Sheep and those who are celebrating their birthdays in January.
“If some of them have spent even RM10 using their card, they could win the free nights if they are picked through an electronic lucky draw,” said Lee, adding that members would get free entrance to the X-pedition Wall and Sinbad Exclusive Showcase plus free movie tickets for Hero and The Ring.
“They will also get special rates and priority seating for all shows and concerts this month. In addition, card members will get discounts on food and beverages at selected outlets.
“Giving the free rooms is also our way of saying thank you to our members,” Lee said.Lee: ‘Giving free rooms is our way of saying thanks to members’