Photos by ONG SOON HIN
IT IS seven years since its customer loyalty programme was launched, and Malaysia Airlines is set to reward its passengers with even more benefits and gifts.
At the Enrich Shopping Indulgence event, corporate marketing and loyalty programme general manager Raja Nordiana Zainal Shah said that they were keen to raise awareness of the programme benefits among members.
“A lot of people don’t really know what to with the mile points that they have collected. Some customers have up to 50,000 points and have not redeemed any privileges,” she noted.
The two-day affair offered members a unique opportunity to redeem their points for in-flight shopping vouchers, access to the Golden Lounge and other benefits.
“This event is to bring the in-flight shopping element to the ground to allow members to benefit fully from the programme.”
The Enrich Shopping Indulgence was also a kick-start to other series of events in 2007 which are geared towards providing elite members with lifestyle privileges using the points collected.
Among the upcoming events are exclusive gourmet cookout sessions with celebrity chefs, dinner events with celebrity designers like Jimmy Choo, and niche interest and networking sessions such as golf events. These are part of the Enrich Gourmet Indulgence, Enrich Fashion Indulgence and Enrich Golfing Indulgence, respectively.
“We are proud to promote our enhanced offerings and demonstrate the attractiveness and flexibility of the programme, whereby members not only enjoy travel privileges, but also other benefits. There will always be something for everyone.”
Currently, the top five most popular benefits are free flights, seat upgrades, Golden Lounge access, and vouchers for Temptations products as well as excess baggage allowance.
“We now have 1.2 million members and we are looking at touching two million by the end of 2007. Of the members, 60% are from Malaysia, 14% from Australia and the rest from UK and other areas,” Nordiana said.
At the event, there was a fashion show in which models paraded the latest accessories and fragrance products from Temptations. CIMB Bank also promoted its new Enrich credit card that allows members to convert their credit charge points to Enrich miles points directly.