Case Study

The Star

Gift Cards





Rewards from the floor

The situation
The Star Entertainment Group is a dynamic organisation trading in hospitality, dining, nightlife and gaming. It is one of Australia’s largest publicly listed gambling companies. EML launched a prepaid gift card in 2011 allowing the company to replace paper complimentary vouchers for guests of The Star facilities.
The challenge
Deliver a familiar and simple method of complimentary payments to the guests of The Star facilities whilst ensuring redemption remained within the site.
The solution
EML issued of a suite of branded prepaid cards with distinctive customised wording to ensure simple allocation for staff. Using EML white-listing technology, The Star were able to limit use of the card to internal facilities. Customised stock and user identification reporting allowed for The Star to track and produce exception reporting to monitor the issuance of complimentary products.
The outcome
The success of the branded cards and the power of white-listing has led to the partnership producing over 30 customised programs. These program have included short-term shopping promotions at exclusive high-end retailers, a CK Jeans card restricted to one retailer, a food-court only product and a staff team building reward.