Berjaya unveils revamped loyalty programme, incorporates mobile payment

BLoyalty, a unit of Berjaya Corp (Berjaya), has launched its customer rewards programme called B Infinite which allows mobile payment to customers.The introduction of this mobile payment, mobile-powered consumers on the B Infinite rewards programme would mean  greater control and convenience for the consumer, in addition to their own rewarding experience, said Berjaya said in a statement.B Infinite builds on the success of BCARD, and is the revamped version of the old loyalty programme, that was launched in 2011. To date, the program counts more than 5 million members, 80 merchants and over 4000 stores nationwide as part of its network. B Infinite also lies in its multi-faceted capabilities: functioning as a mobile marketing platform to find out about the latest merchant flash deals, payment gateway and redemption service for its members.“On the enhanced B Infinite rewards program network, there are many opportunities for merchants to communicate directly to consumers, as well as up sell and cross-sell to both consumers and the merchant’s customers,” said Yau Su Peng, director of retail and innovation at Berjaya Corporation Berhad.Chief executive officer Datuk Seri Robin Tan said that the launch of B Infinite is part of Berjaya's group-wide transformation drive that will  also pave the way for its sustained growth.“We want to enhance our brick-and-mortar businesses with digital capabilities to meet the needs of mobile-powered consumers for today and the future," he added.The rewards app will incorporate a payment function whereby Mastercard’s global digital payment service, Masterpass, is integrated within B Infinite’s mobile platform to allow consumers to make purchases swiftly and safely via the app.“Today’s payments landscape is fast-evolving in line with consumers’ lifestyle demands for newer ways to pay. Innovation is central to ensure payment offerings address their needs for a frictionless payment experience and Masterpass is integral to this effort,” said Perry Ong, country manager of Malaysia and Brunei at Mastercard.The rollout of Masterpass feature within B Infinite’s mobile platform will begin in the first quarter of 2017.