They frequent the restaurant more often. Plus I get operational information daily, instead of monthly or weekly. The management controls alone are worth it. At the other end of the size spectrum, global retail chain Takashimaya has established a similar value equation at its massive new shopping center in Singapore. The smart card, which comes in both a revolving credit and a straight customer identification version, stores each customer's purchase and reward history on a microchip right on the card.
Customers present the card with every purchase.
The point of sale equipment, which is hooked to Takashimaya's central computer, transmits the customer identification information and transaction data to the central system. It simultaneously encodes the appropriate number of new points on the card's chip and prints a purchase receipt with point total and personalized greetings, when appropriate. The cards may ultimately be used as cash cards at vending machines, parking meters, and other items in the center. Takashimaya is also working to set up partnerships with other firms so that the cards can become payment devices for a broad range of goods and services throughout the rapidly-expanding mall. For Takashimaya shoppers, the smart card makes it ultra-convenient to participate in the store's reward program.