Singer celebrates 162 years with integrated customer loyalty program

Wednesday, 14 August 2013 00:05 - - {{hitsCtrl.values.hits}}

In order to mark over 162 years of staggering success in the consumer durables market, as well as its commitment to enhancing Sri Lankan lifestyles, Singer launched one of the country’s most rewarding loyalty programs on 12 August 2013. The brand-new Singer customer loyalty program integrates existing rewards programmes at Singer Plus and Singer Mega, giving shoppers even more for their purchases. Singer is the first Sri Lankan consumer durables company to introduce such a customer loyalty programme. The new integrated customer loyalty program is the latest step from the blue-chip pioneer, which has built an enviable relationship with its customers. For example, Singer was voted the No. 1 brand in Sri Lanka for the 8th consecutive year in 2013, reflecting the depth and strength of its connection with Sri Lankans across the

island. “Singer is pleased to celebrate its 162nd anniversary by rewarding our customers. The newly launched Singer customer loyalty program unifies the existing Singer Mega and Singer Plus loyalty schemes, while introducing loyalty schemes by Sisil World and Singer Homes. The Singer online real-time ERP system integrates all available schemes, thereby making the Singer customer loyalty program one of the most accessible and gratifying loyalty programs in Sri Lanka,” said Singer CEO Asoka Pieris. The Singer customer loyalty program is implemented through the Singer IT system that is powered by global ERP solutions provider, IFS, and is uniquely designed to serve all customers who patronise Singer Plus, Singer Mega, Singer Homes and Sisil World stores. Customers shopping at any of Singer’s retail outlets island-wide are eligible to register with the Singer customer loyalty program and obtain a loyalty card as soon as they earn 250 points. A fast-tracked, free enrolment process that doesn’t require filling forms will then take place, while customers purchase their goods. Following which, a personalised electronic loyalty card will be sent by mail to the customer’s doorstep. Existing Singer Plus loyalty cardholders will receive their new and integrated cards shortly. In the Singer customer loyalty program, the company has constructed an advanced, purely benefit-driven loyalty program that is comprehensive and hassle-free. Identifying a consumer preference for using electronic cards, Singer devised an electronically-administered loyalty card. Every Singer customer loyalty card will be electronically updated to contain loyalty points that correspond to the value of every transaction. Singer issues points based on 1% of the price of the purchased item. With one point being the equivalent of Rs. 1, customers can use their earned points towards future purchases made by cash, credit or debit card, or easy payment scheme. Thanks to the superior IFS-powered Singer IT system, a score of loyalty points earned and/or redeemed will be printed on customers’ receipts at any retail store associated with the program. Guided by 162 years of trusted excellence, the new Singer customer loyalty program is customised to suit different demographics and to better serve consumer needs. The Singer Plus rewards card, the Mega Money loyalty program card, the Singer Homes loyalty card and the Sisil World loyalty card are the four loyalty cards that are currently on offer. Every card has an exclusive design and sensible layout. Customers are upgraded from ‘member’ to higher schemes based on points earned. While Singer issues loyalty points against a minimum of 1% of the selling price of a product, this percentage can increase to 1.5%. Customers can progress to earn 1.25% of the purchase price once they earn 5000 points and 1.5%

when they reach 10,000 points. Singer loyalty cardholders can redeem their loyalty points at any Singer Plus, Singer Mega, Singer Homes or Sisil World store island-wide. The Singer customer loyalty program has also been designed to give cardholders more flexibility and greater convenience. Loyalty cardholders can earn loyalty points through hire purchase sales as well as when paying utility and credit card bills through Singer’s Express Pay Counters. This is the only loyalty programme in Sri Lanka that allows customers to earn loyalty points (varying from 0.1% - 1% of the bill’s value) through utility bill payments and credit card payments. Singer loyalty cardholders are also eligible for seasonal discounts, bonus loyalty points on selected products and easy payment scheme options at Singer, as well as holiday packages and discounts from various partner merchants. Sri Lanka is dotted with over 395 Singer Plus, Singer Mega, Singer Homes and Sisil World showrooms and over 500 Singer dealers. In keeping with a reputation built on 162 years of trusted excellence, Singer provides an unmatched after-sales service that includes a special customer service team dedicated to resolving queries regarding the new Singer loyalty program. Customers can shop online and soon be able to access information about the Singer customer loyalty program at www.singersl.com.