Many department store chains offer discount cards to customers, often for a minimal fee. Generally, cardholders earn points every time they use their card at the store. They also gain access to “members only” sales and special promotions.

One of the most popular is the SM Advantage Card (SMAC) that sells for P150 and is valid for a year with the option to renew. Accumulated points are as good as cash and can be used to purchase items at SM Department Stores as well as affiliated stores like Ace Hardware and Watsons Personal Care Stores nationwide.

“There are over 9 million active cards nationwide, but not all SMAC holders are aware that they can earn and use their points at Watsons stores nationwide,” Watsons marketing director Viki Encarnacion told Inquirer Lifestyle.

“Cashiers at all 500-plus Watsons branches are trained to ask customers if they have an SMAC, but some have a misconception that they can only use their cards at SM Department Stores.”

More rewards points

To create more awareness, Encarnacion and her team launched the “Members Get More” campaign at the Watsons branch in Uptown Mall, BGC. During the campaign period, cardholders who shop at Watsons will be entitled to “members only” promotions that allow them to earn more rewards points, which they can use to pay for their next purchases.

They can also get freebies and join eRaffle promotions exclusive to members, like the recent “Make Your Summer” promo, where trips for four people to five local summer destinations (Batanes, Boracay, Cebu, Davao and Palawan) were up for grabs. As SMAC members, they will also get first dibs on upcoming deals and receive invites to exclusive events.

“At Watsons, we want to make our shoppers feel special, so they enjoy the perks of being a loyal customer every time they visit our stores,” Encarnacion said. “With the Members Get More program, they can get more savings, more points and even get exclusive prices simply by using their SMAC.”

To make things easier for cardholders, participating brands in the campaign have “window flappers” that are designed to catch the eye of shoppers who regularly scan the shelves for discounts and promotions.

“We want to train the eyes of shoppers, so we will be rolling out on a staggered basis close to 200 products with Green Member tags in the coming weeks,” she said.

Encarnacion said she expects mothers and homeowners who have to work with a monthly budget to appreciate the Members Get More campaign. “Depending on their previously earned points, they can pamper themselves—and stay within their budget—by buying a new lipstick or hand lotion using the points on their SMAC.”