More perks for Senheng card members

SENHENG PlusOne card holders have more to look forward to with the newly launched PlusOne Card with two additional benefits under the New Face New Values campaign.

The card was first launched in June 2002 with eight values: extra one year warranty, special member price, point collection for redemption, call centre service, exclusive members’ only promotion, 30% discount on labour (repair) charges, no handling charges on product repairs, and personalised SMS greetings.

In an interview, Senheng Electric (KL) Sdn Bhd managing director Lim Kim Heng revealed that the two new values are “One Spot Purchase, Nationwide Delivery” and extra points for online shopping at its website

“We will provide free delivery services to the customer’s doorstep for purchases of RM500 and above, within 50km of any of our outlets.

“For example, customers (living in the city) can buy a product and have it delivered to their parents back in their hometown.

“Senheng can do this because we have nationwide coverage and logistics centre. Our trucks are everywhere,’ he said.

With the e-commerce boom, Senheng will launch its own online shopping website by the end of this month and hopefully appeal to those who are IT-savvy.

“Customers can get triple the points when they shop online via our website,” he added.

According to Lim, there are four objectives of launching the new card, namely to increase activation rate and return rate, information update and to create branding.

“It’s to update the information of the card members. Customers under 30 years old are very mobile and they will only settle down around 35 to 45 years old. Hence, we may not be able to reach them through direct mail or SMS due to the change of address and mobile phone number.

“The launch of a new card will enable members to update their info,” Lim said.

While maintaining the company’s corporate identity of red and green, the card has been given a facelift and is adorned with the Hibiscus flower motif.

The yearly membership fee for the PlusOne Card is RM12 while gold card members have to pay RM18 per year.

“Membership for the gold PlusOne card is by invitation only, with the top 10% of spenders every month selected.

“They enjoy 13-month warranty (normal members have a 12-month warranty), a birthday surprise package and a special gold card members’ only four-day promotion,” he said.

It will cost RM4.50 for members to switch to the new PlusOne card.

With the PlusOne card having a membership base of one million, Lim proudly states, “We have the most members for a pay-to-join card in Malaysia.

“People feel that it is worthwhile to join. About 98% of our customers are PlusOne card members — that says something.”

The current demographics data of the card members show that they are mainly male (62%), married (74%), between the ages of 21 and 40 (60%), and mainly living in Selangor, Kuala Lumpur and Johor.

“With the New Face New Values campaign, we hope to tap into new markets and approach the young and IT-savvy groups,” he said.

Senheng staff members will be wearing T-shirts emblazoned with the words “New Face New Values” until the end of this year.

As for future plans, Lim revealed, “We hope to have 200 outlets in the next five years and to expand Senheng in the South-East Asia region.”

The company is currently testing the market in Vietnam. The PlusOne card is also offered there but bearing the motif of a lotus, Vietnam’s national flower, instead of the Hisbiscus.

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