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The 2009 MayBank Treats event, held in Mid Valley, one of Malaysia’s mega
shopping malls, has a attracted a record crowd of more than 150,000 visitors
over 4 days. Organized by Maybank, the largest financial services group in
Malaysia, the 7th edition of this annual event ran from 23rd to 26th July.
The fair is the country’s leading on-the-spot redemption event run by a financial institution. TreatsPoints is Maybank’s reward programme that offers loyalty points for payments via Maybank debit, credit or charge cards. The TreatsPoints do not have an expiry date and can be redeemed for a range of goods and services throughout the year.
One feature of the event is the immediate issuance of Maybank credit cards to qualifying applicants for their shopping convenience. Every successful credit card applicant receives a gift. Cardholders also benefit from EzyPay, which offers zero percent interest repayment period of up to 36 months. Cardholders who spend RM300 on any credit or debit card issued by Maybank and Maybank Islamic at the TreatsFair stand a chance to win two flight tickets to London. Customers who wish to convert their Maybank ATM cards into the Maybankard Visa debit cards can also do so at the Fair.
The event surpassed Maybank’s target of 4000 card applications. Close to 2000 cards were processed using Dexxis Instant Issuance, the solution developed by Gemalto for on the spot issuance of banking cards. With only one personalization machine at the fair, the remaining 2500 cards were issued by Gemalto’s personalization center in Kuala Lumpur.
Maybank proved that on the spot card issuance combined with appealing rewards guarantees high level acquisition rates. Instant issuance + instant gratification is the wining equation.
