AMG Empowers Asia's First Media-Owned Loyalty Smartcard
Singapore, June 1, 2001
Singapore's media giant, MEDIACORP RADIO, launches Asia's first media loyalty smartcard, THE RADIO CARD, using ACCESS MANAGEMENT GROUP'S (AMG) integrated solution consisting of a multi-application smartcard and a multi-million dollar database management system.
THE RADIO CARD is a listeners' loyalty programme designed to focus MediaCorp RADIO's efforts on establishing closer relationships with the listeners of MediaCorp RADIO stations. AMG's multi-angled customised loyalty platform enables the media-owner not only to reward these RADIO CARD-holders (known as RADIO PALS), but also better understand them in the process.
AMG is a business unit of leading IT services provider National Computer Systems Pte Ltd, and its Executive Director, Ms Priscilla Lee says, "MediaCorp RADIO is a forward-looking new-economy-thinking media company that envisions a 1-to-1 relationship with each of its listeners. Our role is to help them realise this vision by leveraging on our IT and marketing expertise."
AMG's responsibility begins with the negotiating and securing of a group of formidable merchants or retailers who are keen to convert radio listeners to their customers. A RADIO CARD merchant's offer of an upfront, instant benefit or discount to any RADIO PAL who presents the card at his establishment provides the initial push for a listener to purchase the card for economic reasons. The desire to be included in events and activities initiated by MediaCorp RADIO creates that added impetus in a RADIO PAL to eventually gain ownership of the card. (See "THE RADIO CARD Programme" appended below).
Besides giving the programme a physical dimension, AMG has designed THE RADIO CARD smartcard to host a range of useful functions. Firstly, it is cashcard enabled, which means that cardholders do not have to own a separate cashcard. Second, it acts as storage for loyalty points, or RADIO POINTS, awarded to RADIO PALS when they spend at merchants' establishments, win radio on-air contests or introduce the card to someone. Potentially, this state-of-the-art smartcard can support many of the merchants' tactical promotions and other dynamic promotional mechanisms such as e-stamping, e-wallet, e-vouchers, RADIO POINTS redemption and even e-lucky draws.
The tracking of RADIO CARD transactions and promotional response at merchants' outlets is hassle-free, with the linking of merchants' smartcard terminals to AMG's back-end server. The AMG-designed database management system further organises this information into useful reports for MediaCorp RADIO and the merchants. Examples of such reports include cardholders' profile, cardholder's psychographic information and detailed transactional reports.
This backend tracking system extends forward when MediaCorp RADIO selected personnel are provided with ONLINE CUSTOMER ENQUIRY (via the Internet) where cardholder's transactional details can be retrieved for telemarketing purposes.
At the heart of this database system lies AMG's licensed software, ONLINE DATASMART, which enables MediaCorp RADIO to further extrapolate transactional information into meaningful charts and graphs via the Internet. Information fields can be drilled, sliced, ranked and diced in such a way that co-relations between different factors (such as gender versus number of transactions) can be identified. The information collected can also be further "mined" to predict possible responses to promotions, and future transactional trends.
AMG's loyalty platform is supported by a team of experienced IT and marketing professionals who are well-versed in smartcard technology, database and data-mining systems, web-services, card-management systems, marketing consultation, training on terminal usage, and customer & merchant relationship management.
Of the programme, Ms Florence Lian, Vice-President of English Programmeming & Marketing at MediaCorp RADIO Singapore Pte Ltd says, "When we first conceived the idea of a RADIO CARD, we met up with many companies to see how we could translate our dream and concept into a visible reality. AMG was quite simply the best one which could deliver what we wanted. They had the business clout, the technical expertise and an established brand name, all of which came at a very competitive price."
With this excellent partnership with MediaCorp Radio under its belt, AMG will continue to empower more loyalty programmes.
NCS Pte Ltd
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NCS is a member of the Singtel Group and the leading information, communications and technology (ICT) service provider with presence in over 20 countries. NCS delivers end-to-end ICT solutions to help governments and enterprises realise business value through digital transformation and the innovative use of technology. Its unique delivery capabilities include consulting, applications development, systems integration, outsourcing, infrastructure management and portal solutions.