Malaysia’s largest shopping mall operator introduces a first-of-its-kind loyalty programme and system
Selangor, Malaysia – March 3, 2014 – Sunway Group, Malaysia’s leading property developer, realty group and the largest shopping mall operator in Malaysia, has launched a new card-less, Big Data centric, loyalty programme powered by Fusionex, an international software provider specialising in Analytics and Big Data.
Under the Sunway loyalty programme – called Sunway Pals – members will earn one point for every dollar spent in participating merchants’ stores with additional points available on special offers. 100 points translates to a dollar which may also be redeemed at any participating merchant’s stores.
The software system powering Sunway Pals is a unique innovation among retail loyalty programs and is designed to suit any merchant and any member. In addition to the many features available, the system not only allows for the conventional card system and EDC terminal, but also comes with card-less capabilities – a move that is expected to resonate well with consumers with wallets already swamped with various different membership cards – where consumers can opt to use a Sunway Loyalty App downloaded on their smartphone for point awarding and redemption.
The Sunway Loyalty App provides a newfound avenue for participating merchants to advertise new promotions available at their stores; the App contains a dedicated promotions page showcasing the latest available promotions. Through this, participating merchants keen on the card-less support system but anxious not to lose the brand loyalty and awareness factor found via the use of cards will find the app a useful tool for target marketing and promotions.
The Sunway Loyalty App also encourages customer engagement and interaction. Points awarded to consumers following purchases are shown almost instantaneously on the individual member’s app upon login, eliminating any concerns from consumers that points are not awarded to them after each purchase. In addition, the app also shows the total points collected and available to them for redemption. The flexible and simplistic nature of the Sunway Loyalty App not only encourages users to make full use of it, but also instils excitement amongst consumers.
The Sunway Loyalty System comes equipped with advanced visualisation via executive dashboards, courtesy of Fusionex’s Big Data Analytics (Fusionex GIANT) technology stack. The system empowers participating merchants with key business insights, whilst leveraging on analytics and Big Data to identify useful trends and patterns for business planning. Through this, brand loyalty is enhanced; at the same time the bar is raised for consumer experience and satisfaction, thus resulting in a system that focuses on the needs of both merchants as well as consumers.
The Sunway Pals Programme has been launched in Sunway Pyramid Shopping Mall as well as Sunway Lagoon Theme Park, and is expected to be implemented nationwide in all Sunway operated shopping malls, Sunway Medical Centres as well as Sunway operated resorts and hotels in the course of the next few months. Sunway is confident that the Sunway Pals Programme will be a revolutionary move which will drive consumer convenience and satisfaction to a whole new level in its bid to improve the community experience wherever Sunway is involved.
“The Sunway Pals programme is the Sunway Group’s flagship loyalty programme. It offers free membership, both a card as well as card-less option, with fuss-free earning of Sunway loyalty points, the equivalent of cash rebates,” said Evan Cheah, Executive Director – President’s Office & Information Technology and one of the main drivers behind Sunway Pals programme. “Fusionex is our exclusive loyalty program provider and has deployed for us its own cutting-edge proprietary technology with Big Data capabilities. I am happy to have Fusionex and their world-class leadership team as a key partner in our Sunway Pals programme, and we are committed to delivering a continuously evolving loyalty programme; one that gives strong value to our customers and society, and is vastly different from any other programme in Malaysia.”
Ivan Teh, Fusionex Managing Director, also commented:
“Sunway is undoubtedly a highly reputable group and its diversified business units have an excellent track record of contributing to the society and touching lives within communities. Sunway continuously looks at innovation and methods to better serve its customers and ecosystem. Sunway’s Loyalty Programme powered by Fusionex brings about a manifestation, a unique breakthrough in the field of customer loyalty and Big Data. We are very privileged and would like to thank the Sunway Group for its confidence in selecting Fusionex’s technology for its Loyalty Programme, which confidence was instrumental in making this initiative a reality.