PetDag eyes jump in card membership


PETRONAS Dagangan Bhd (PetDag), the principal domestic marketing arm of Petroliam Nasional Bhd, targets a 10%-15% growth in its Mesra loyalty card membership by 2020 from over 10 million members currently.

Its MD and CEO Datuk Seri Syed Zainal Abidin Syed Mohd Tahir said over 10 million Mesra member cards have been issued and its priority was to get members to continue to be active in collecting the points.

“We are going to reach out to non-active members to use our database and new users to come and use our Mesra loyalty programme,” he told reporters after the launch of the new Mesra redemption portal in Subang Jaya, Selangor, last Friday.

He said with the online portal,, PetDag would be able to pinpoint active and non-active members and give them the flexibility to convert Mesra loyalty programme points.

“We will start monitoring from today, and we will work with our 81 partners and start to promote it (the portal) nationwide,” said Syed Zainal Abidin.

The new Mesra redemption portal gives its card members the convenience of redeeming rewards easily and instantly with an expanded network of merchants comprising over 81 brands.

“With this introduction, Mesra card members can now enjoy an enhanced and varied rewards redemption options beyond purchasing fuel and Kedai Mesra items,” he said.

These include lifestyle rewards such as shopping, getaway, food and beverages, beauty and wellness products and services from brands such as Tealive, Baskin-Robbins, TGV Cinemas, Legoland, AirAsia BIG, Sunway Lagoon, Inside Scoop, Llaollao, La Juiceria and San Francisco Coffee, among others.

The portal also enables cash top-up option for members who have insufficient Mesra points.

All rewards redeemed will be in the form of e-vouchers, whereby members need to only present them at a merchant’s store.

Meanwhile, Syed Zainal Abidin said PetDag was looking at the possibility of integrating its portal and application (app) with Setel, Malaysia’s first petrol e-payment solution app which PetDag introduced last year.

“As we go digital, we want to make sure our customers have a single touch-point. We are trying to integrate our digital initiative into one, and today hopefully, Setel could be the possible single interface so that everything will be integrated into one,” said Syed Zainal Abidin.

“We want our customers to have a seamless experience rather than going into many websites or apps; it will be one single app.

“We’re going into that direction, however, we’re not going to put a timeline, because we want to make sure business continues to be active, but ultimately that is our aim,” he said.

According to Syed Zainal Abidin, Setel has more than 250,000 users and has already locked in one million litres of fuel, and the numbers continue to climb.

He said Setel was only available in the Klang Valley at 257 stations and PetDag planned to roll it out nationwide.

“Plans have been put forward to make sure our information technology infrastructure is there — our stations are equipped with connectivity — because once you launch, the uptime must be really good,” he added. — Bernama