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RWG LOYALTY 2016

Earn and Redeem Everywhere
by

Eveline Spykerman

on 16 October 2016

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Transcript of RWG LOYALTY 2016

Executive Summary
Key Decision

Members can
earn and redeem
everywhere
Points and Tiers
Tier Breaks
Chairman's Club
Member's Journey
Benefits and Privileges
RWG LOYALTY
Earn and Redeem Everywhere
Exclusive premium experience for a year
(Invitation for the Top Players)
One point system
for gaming, non-gaming, earning & redemption

EARN AND REDEEM RESORT WIDE

Genting Points
= Monetary
How to earn?

Gaming - By Theo
(RMX= 1GP= 1 Tier Point)

Non Gaming - By Spending
(RM100 = 1GP= 1 Tier Point)
POINTS
Tier Point
is used to identify
tier status

Characteristics
of Tier Point
Tier Point (TP)- which has
no monetary value

Transparency
- A member would know where they stand among the tier breaks, how much more to go

Flexibility
- Able to have multiplier without incurring cost

Rightful status
- Members are evaluated equally (Non gamers/ Gamers)
Tiers
Chairman's Club - Top 28 gamers per year
Reasoning - Introduce ultra-exclusive covert designation to provide aspiration for Platinums & to reward high rollers

Platinum - 10k TP
Reasoning - Raise Platinum hurdle rate and create true white-glove tier with elite benefits and invite-only status

Gold + - 3k TP
Reasoning - Add Gold Plus to provide differentiated service for top customers and aspirational target for mass Gold
Gold - 500 TP
Reasoning - Lower hurdle to Gold to increase VIP gaming

Silver - 100 TP
Reasoning -Lower hurdle to Silver to provide line-of-sight to next tier for new gamers

Classic - The beginning
Reasoning -All customers eligible for Classic card
New member Sky Classic
Minimal Benefits
Earn Tier Point via Non Gaming

100 Tier Point
Upgrade to Sky Silver
Same benefits to Silver
Once member game, will be changed to gaming tiers
Silver
Earn via Non Gaming and Gaming
2
Gold Member
Aspire to become Gold+
Earning Tier via Gaming and Non Gaming

3K Tier Point
Upgraded to Gold +
Significant difference in Benefits comparing to a Gold Member
Example of Journey
Eg :
Chairman's Club
Invitation to the Top Players
Top 28 Players
1 year Experience
After 1 Year, player would remain privileges if only if player stays to be TOP 28

Or

Player enjoys Platinum Benefits instead
Benefits and Privileges (Focuses on Non-monetary experiences)
Name acknowledgement
Area exclusivity (Dining (Genting Rouge)/parking/etc)
Fulfillment on special request
Special invites
Jump cue area
Personal Butler for a year/ Host
One VIP Pass to fox/ year
Comp 1 Jet Trip/year
Gold +
Platinum
Proposed Charging Model For 3rd Party Merchants
Classic
ONE Genting Rewards Program
Eg : Special Invites
Eg: Special Fulfillment/Invites
1
Vision
One Loyalty Program which honors rightful status across all membership tiers across regionalized properties
One Loyalty
Current Program vs Proposed Program
Program Rules and Mechanics
Timeline
Non Gaming
Gaming
Current
Proposed
Benefits and Privileges
Current
Proposed
Silver
Benefits and Privileges
Current
Proposed
Gold
Benefits and Privileges
Full transcript