Enrich Introduces Lifetime Enrich Points That Do Not Expire Alongside Upgraded Online Platform
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Enrich, the travel and lifestyle loyalty programme under Malaysia Airlines (MAS), has rolled out an improved loyalty management system that is expected to better enhance its members’ digital experience. This includes the addition of several new features – such as the new Lifetime Enrich Points and Elite Tier Purchase service – alongside the launch of an upgraded online platform.

Enrich members can now tap into an enhanced online portal that offers a more seamless and intuitive user experience. They’ll be able to access their accounts more easily, as well as manage their profiles, perform services such as buying and gifting points, and extending expiring points with less hassle. On top of that, with Enrich Online now available on mobile device, members will also be able to carry their digital cards everywhere and enjoy their privileges at eligible online and offline partners more conveniently.

The highlights of this latest update, however, is the introduction of two brand-new features: the new Lifetime Enrich Points and the Tier Purchase service. The Lifetime Enrich Points feature ensures that the Enrich Points earned during your Platinum membership do not expire throughout your membership (compared to a three-year validity previously). These Lifetime Points also stay evergreen even if your Elite status changes over time.

Meanwhile, the Tier Purchase service makes it possible for you to purchase Elite Points to fast track your Elite tier status, allowing you to access more travel benefits and lifestyle privileges (and of course, upgrade to Lifetime Enrich Points). In other words, you can now retain or upgrade your tier directly anytime, instead of having to accumulate the required amount of Points to qualify for a particular tier. Naturally, it will not be cheap to do so – but the option is there for those who wish to.

The group chief marketing and customer experience officer of Malaysia Airlines Berhad, Lau Yin May said that this marks a milestone in Enrich’s transformation from a conventional frequent flyer programme to a travel and lifestyle loyalty programme.

“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. Enrich members can continue to enjoy the Malaysian Hospitality service as we continuously strive to offer maximum value to all our members more exciting features to be rolled out over the next few months,” she said.

(Sources: Malaysia Airlines [1,2])

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