MALAYSIA. Enrich, the frequent flyer programme of Malaysia Airlines, is offering access to an expanded retail offer as it makes enhancements to its loyalty scheme.
Malaysia Airlines said the new digital loyalty programme marks a milestone in Enrich’s transformation journey from a Frequent Flyer Programme to a progressive Travel and Lifestyle Loyalty Programme.
Enrich recently introduced a fare-based points earning model and expanded its portfolio of partners to over 100 lifestyle brands to offer a host of benefits and rewards beyond travel to its members worldwide.
Under the new loyalty system, members can easily view their accounts, manage their profiles, perform services such as buying and gifting points, and extend expiring points.
Enrich members can also browse through a new catalogue offering a wide choice of lifestyle products and services e-vouchers.
Malaysia Airlines said the new catalogue will be expanded soon to offer more variety from merchandise to digital products to local experiences.
In addition, a recent collaboration between Malaysia Airlines and Southeast Asian superapp Grab allows Enrich members to convert their Enrich Points to GrabRewards Points to offset their Grab transactions on deliveries, mobility and financial services via GrabPay.
Malaysia Airlines Group Chief Marketing and Customer Experience Officer Lau Yin May said: “With this new online platform, we take our members’ experience to the next level, providing them with a more personalised experience, convenience and seamless access to their accounts and services on desktop and mobile.”
