MVP members are issued with an MVP Smart Card equipped with a Gemplus smart chip to store and process the loyalty points earned by the customers upon purchase in any Monterey Neighborhood Meatshop. These loyalty points can then be converted into e-cash automatically. Tangent Solutions Inc. is providing the technology to run the MVP loyalty program. Their solution consists of the MVP Smart Card, Card Personalization Services, the Smart Card Terminal and the Loyalty Host Server. Unlike other loyalty programs, points earned from purchases are valid perpetually and are convertible to e-cash, which can be used to buy Monterey products. Members have the option to accumulate more points that automatically translate to higher e-cash values. Through the MVP Smart Card, customers will always be holding the most updated purchase information or balance in their hands. Even without having to “communicate“ with the Host Server, the customer can immediately know if he or she can redeem his or her e-cash. For Monterey Neighborhood Meatshops, this translates to greater cost savings since communication costs are reduced. Furthermore, since the transactions are electronic, it is easier for Monterey Neighborhood Meatshops to gather useful marketing information such as spending behaviour of its customers. Such information can then be used to design subsequent target marketing campaigns for greater effectiveness. janet.loh-tk@gemplus.com www.gemplus.com