WorldCard
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[edit] The Program
WorldCard is a consumer loyalty program which began as the membership program of Malaysia's Genting Highlands Resort in 1984. It later became accepted at various retailers in the capital city, Kuala Lumpur, as Genting seeks to provide their customers with a greater range of privileges beyond their own resort. When the Genting Group acquired cruise operator, Star Cruises, in 1997, WorldCard was also adopted as its customer loyalty program.
Eventually, to enable a wider customer reach, Genting opened up the WorldCard program by inviting complementary businesses to adopt the WorldCard mantra for their own customer membership programs. It is thus that WorldCard was transformed into an open consumer network alliance albeit still managed loosely by Genting.
Today, WorldCard laid claim to be the largest of such consumer loyalty program in Asia where the total membership lies at about 2,500,000 members.[citation needed] While Genting businesses are still accounts for a large portion of the network's members, their partners' customers amounts to a significant proportion as well. Notable non-Genting related programs in the WorldCard network includes the Porsche Club of Malaysia, major Malaysian consumer electronics chain, HSL, the premier Suntec City Mall and mega-suburban Jurong Point Mall in Singapore.
