Shell Malaysia's head of loyalty moves to Aimia

Victor Loh, Shell Malaysia’s as head of payment and loyalty has taken up a new role as general manager for the Aimia Indonesia. He will be reporting directly to Kevin Kan, managing director of Aimia, Asia – global loyalty solutions in the new role.

In the new role, Loh will introduce Aimia’s competencies to local organisations  and bring client initiatives to the next level using the agency’s best practices, data capabilities, campaign tools and customer loyalty and engagement platforms. He will also help grow Aimia’s business in Indonesia.

At Shell, his mandate was overseeing all strategic and operational matters pertaining to matters relating to payment partners such as banks, card schemes, loyalty  program partners and agencies for creatives, PR and research. Under his leadership, he was able to see the company gain double digit percent increase in customer loyalty as well as increase in brand love.

Prior to Shell, he worked with BCard, a coalition loyalty program in Malaysia with over 70 merchant partners including the likes of Starbucks, Caltex, 7Eleven, Chatime, Lazada, and others.

“Loyalty programs are popular in Malaysia and Indonesia. However, most program exists because the competitors has one or that it’s a hygiene. There is a tremendous missed opportunity to use loyalty programs as a strategic lever that drive both top line and bottom line numbers, which is actually the true purpose of such a loyalty program,” Loh told A+M.

“A customer loyalty program is not just a program that issues points, it’s actually a powerful customer engagement and insights tool, when properly managed. As such, my purposes in this role is to show that brands can succeed by gaining that advantage through loyalty and customer programs,” he added.