Mobitel mLoyalty expands to major retail brands in support of apparel welfare

Monday, 21 July 2014 00:38 - - {{hitsCtrl.values.hits}}

JAAF-initiated Ransalu Pranaama Rewards Program enters third phase

The National Mobile Service Provider, Mobitel has extended its support to Sri Lanka’s single largest worker welfare program, Ransalu Pranaama which has entered its third phase with several popular consumer brands, to motivate and retain the 350,000 strong labour force of the apparel sector.

Supported by the Ministry of Industry and Commerce and endorsed by the industry’s supervisory body, the Joint Apparel Association Forum (JAAF), Mobitel is the first mobile network to implement the state-of-the-art NFC Smart Card Loyalty platform called mLoyalty in Sri Lanka, and is proud to associate with Sri Lanka Apparel as its official Technology provider for the worker welfare initiative. This program has been designed by Channel 17 an integrated Marcom solutions agency who is also the project implementers. Ransalu Pranaama is an identity given to each employee of the apparel sector who has made a contribution which has enabled the industry to elevate its present status in Sri Lanka as well as the international apparel market. There are many benefits that the employees and their families could enjoy through a Pranaama Card such as rewarding benefits from Abans, DSI, 7Stories and CIB which accept Mobitel’s Smart NFC Cards in all of their retail outlets and offer on the spot cash benefits on their products. More than 40 consumer brands have offered to provide special discounts to the apparel workers, with 19,000 workers having already been enrolled from a large number of factories islandwide. “Being a brand involved in every aspect of an individual’s lifestyle, our association with Ransalu Program is yet another way of reinforcing our commitment towards the society. We want to touch the lives of the working class for they who make the economy grow,” said Abans PLC Deputy Director Buddhika Dharmawardena. D. Samson and Sons Ltd. General Manager – Sales and Marketing Rohan Somawansa commented: “We do not consider this as yet another discount program; for us it is a worthy cause towards this important segment of workforce in the country.” “We are privileged to be part of Ransalu loyalty program. We consider this as an opportunity to extend our gratitude towards the workforce of apparel industry. The technology comes with this program will help us not only to track the loyalty transactions as and when they happen, but also to get an insight towards customer centric analytics,” said Wijaya Group Ltd. Senior IT Manager Janaka De Silva. The card uses the advanced closed system of Near Field Communication (NFC) technology, whereby the transaction takes place as soon as the card touches the surface of the Point of Sales (POS) terminal of the merchant. The technology, which is the advanced version of loyalty programs in the world, gives the merchants and the card holders easy access to any information with regard to transaction data, and gets updated on the card as well as at the backend system, in real time.