Petronas Mesra Card rewards with things that matter
IN today’s world, repeat purchases no longer equate to loyalty. It merely is a transactional relationship where purchasing decisions could be driven purely by dollar and cents, and not necessarily by an obligation of support or allegiance.
For most conventional loyalty programmes running on the usual spend and earn mechanics, the rewards have become almost predictable including household or gadget items, while redemption frequency is subject to how avid a shopper one is.
Point-based loyalty programmes have, in fact, been around for over a century and for the longest time, companies have equipped themselves with their very own branded loyalty card as a weapon to forge loyalty amongst its customers. To a certain extent, companies banked heavily on these programmes, which most often than not, are crafted in a way that is aimed at enticing repeat purchases to support its customer retention and acquisition efforts. Nothing much has changed. Rethinking Loyalty Recognising the need to stand out from the undifferentiated loyalty card industry, Petronas Dagangan Berhad (PDB) is in the process of enhancing its Mesra Card loyalty programme to place greater emphasis on customer centricity, creating rewards that are meaningful to our customers.
To build loyalty, PDB understands the importance of establishing an emotional connection with its customers, and this comes from the ability of seeing things from the customers’ lens and understanding their needs, and especially with the rising cost of living, PDB is looking at ways to help cushion the impact on its customers, by offering instant and real benefits - in essence, things that truly matter.
For its customers to enjoy instant reward, PDB has revised its Mesra card loyalty point structure, from one point for every litre fueled to three points now, to allow its customers earn their points easier and faster with greater value.
Currently the highest value being offered in the fuel retail market, the Mesra points accumulated can be used to redeem fuel, which definitely helps drivers to save more as they spend. Alternatively, Mesra Card members can also choose to utilise the points earned to redeem items from its convenience store, Kedai Mesra.
Leading the improvement of the Mesra Card loyalty programme is PDB’s Head of Retail Business, Aadrin Azly, a passionate retailer and avid shopper who appreciates both profit and customers’ support and continuously find a balance to strike a win-win relationship.
“Today’s cost of living has become increasingly challenging, nevertheless, our customers still have to set aside a monthly budget to tank up their vehicles. While we can’t offer them free fuel, we are looking at ways than can help cushion the impact of rising cost on them. This new point structure is one of the ways, as we believe it will provide them with greater savings, where they can redeem points in a faster and more convenient manner, at any of our over 1,000 stations nationwide.”
“Additionally, we have many rewarding programmes and campaigns in place running all-year long. These are initiatives that have been specifically designed to meet the lifestyle needs of our customers, beyond our offerings at the station. Our aim is for customers to be delighted upon knowing that in everything that we do, we have always kept their best interest at heart,” said Aadrin. Exclusive Privilege and Rewards In addition to earning points faster, Mesra Card members also enjoy exclusive promotion and offerings tailored specifically for them, all year round. The latest promotion being the Fueling Prosperity where 9,000 prizes were given away in the form of PETRONAS Gift Card and Mesra loyalty points between 12 February and 15 March 2018.
As part of its initiative in rethinking loyalty, PDB will keep the reward momentum going with continuous exciting and rewarding promotions so that its customers are rewarded all year round. Beginning 19 March, customers who fueled up a minimum of RM40 Petronas Primax will receive RM1 for any purchase made at Kedai Mesra. The March Mania campaign will last for a week until 25 March. Insurance coverage at only RM1 Staying true to its commitment of rewarding its customers with things that truly matters, PDB also upped its game by being the first in the industry to offer personal accident insurance coverage for its members. Via a collaboration with Shieldcard Holdings Sdn Bhd and Zurich General Insurance Malaysia Berhad, Mesra Card members can enjoy the Mesra Personal Accident (PA) Plan at only 100 Mesra points (RM1) monthly, when they spend a minimum of RM100 per month at any PETRONAS station nationwide.
The worldwide 24/7 protection, being offered in both conventional and Takaful options, covers up to RM50,000 in the event of an unfortunate death or permanent disablement. With this affordable offer at only 100 Mesra points, which can be easily accumulated through the new point structure, anyone can easily get themselves insured now.
“Being in the business of fueling our customers’ everyday journey, road safety is naturally of highest concern and something that is close to our hearts. Accidents can happen anytime, anywhere especially on the road where it is always riskier. And it is this caution for the unforeseen circumstances that insurance coverage has increasingly become a necessity, and in tandem, escalated the premium cost over the years.
“Through our partnership with Shieldcard and Zurich, we have been able to craft out the best value proposition for our customers through the Mesra Personal Accident coverage. Through this, our customers do not need to fork out a large sum of money for the premium, but only a mere RM1 per month, or 100 Mesra points which I believe they can easily earn through their weekly refueling at our stations, more so with the recent revision of our loyalty point structure,” explained Aadrin.
Moving forward, PDB aims to ramp up its reward programme to include daily, weekly, monthly and yearly rewards that suits its customers’ lifestyle for example special discounts and offers on daily gym usage, weekly dining out or movie dates, monthly telco bills and even yearly travel deals. To take loyalty a notch higher, PDB will also be introducing a mobile application later on for its customers to easily track their purchases, points as well as ongoing promotions.
Sharing his commitment, Aadrin said, “We are dedicated to reward customers with unparalleled benefits and through our Mesra loyalty programme, there are numerous initiatives that we have put in place as we rethink loyalty for our customers.”
Application of the Petronas Mesra Card is easy and free as well. Customers can apply for the card at any of over 1,000 Petronas stations nationwide or through online application via www.mymesra.com.my. Sign up today!