Legacy Group Holdings Triggers Lifestyle Rewards Membership with a Z-CARD®

According to Mike Rowley, Legacy Group Holding’s Group Marketing Manager, the group produced two sets of Z-CARDs, one to promote the hotel group itself and one to promote the group’s brand partners.

Both cards serve as a catalyst to promote membership within the Group, by providing consumers with quick reference guides in a compact and efficient manner.

“The hotel specific cards are being distributed through all of our hotels and corporate channels, where queries and concerns are more hotel or accommodation focused,” says Rowley. He explains that guests receive one of these cards at reception when they check in.

The brand partner Z-CARDs are being distributed in all of the Group’s partner stores. Customers receive one at the payment point inside the store and can then keep in their pocket or bag. It serves as a quick guide for lifestyle rewards programme members to see which stores participate in the Group’s loyalty programme and where they are located.

“Due to the revolutionary nature of our rewards programme , the Z-CARDs also serve as a user guide on how to register and participate in the programme,” says Rowley.

The reward programme is not card-based. Members do not need a physical card to earn or redeem their rewards. “All a member needs is their mobile number and a five digit pin. The Z-CARD serves as both a reference tool and a physical token of membership.

“The Group wanted the reference tool to resemble an actual credit or loyalty card, whilst being able to provide large amounts of information in a relatively compact and space efficient manner,” says Rowley.

“We also found the costing competitive when compared to the cost of a plastic card which has fairly limited space on which to communicate with consumers,” he adds.

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