MANILA, Philippines - Why is this man wearing a set of plastic antlers? And, oh, why are all the people in this room smiling and thinking about the man in the red suit (no, not Billy from ZZ Top) with his reindeer-powered high-rider? Somewhere in the frozen tundra of time, the lead singer of the Jackson Five is singing about city sidewalks and silver bells.
Well, the man who is so excited about yuletide is none other than HSBC SVP and head of personal financial services Ron Logan. His enthusiasm is infectious. And he has every right to be stoked.
Logan explains, “The time of the year we’re moving to is seasonal shopping. We (at HSBC) are focusing on what happens on the lead-up toward Christmas: gift-giving. People need gifts.”
He adds that HSBC has had great success with its Starbucks promotion, with cardholders redeeming so many cups of coffee. “But we wanted to do something different for Christmas, and concentrate on our partnership with SM and Ayala Malls.”
Here’s how the latest promo goes: Use your HSBC credit card for your daily spending needs, such as groceries, gas, dining and shopping. Then simply present your charge slips at any SM Department Store customer service or Ayala Malls concierge and receive free gift certificates (GCs). For every single-receipt purchase worth P2,000, cardholders get P100 SM gift pass; and for five-charge slips worth at least P2,000, cardholders get P500-denominated Ayala Malls electronic GC’s. Cardholders can get up to P2,500 SM gift passes or Ayala Mall e-GC’s when they make an HSBC Installment Plan (HiP) transaction with at least P2,500 monthly amortization.
Logan reiterates, “With this latest promo from HSBC with SM Department Store and Ayala Malls, cardholders can now enjoy the Christmas season and shop for their friends, family, colleagues, or even for themselves — on us. An excellent way of being able to (purchase items) and put in a stocking.”
Johanna Garcia, HSBC head of group communications, agrees. She says, “Check out SM’s partner establishments like Forever 21 for great fashion finds or SM Appliances for the latest electronics and gadgets. Catch a blockbuster at SM Cinemas, then head over to Baby & Co for all your baby’s nursery needs, or stop by Toy Kingdom for the latest in toys for kids of all ages. Spruce up your home at Our Home or Kultura, then make sure you look and feel your best with the latest in health, wellness and beauty products from Watsons. You can also shop ’til you drop at all the Ayala Mall participating stores. Mall locations include Glorietta, Alabang Town Center, Market! Market!, TriNoma, and even Ayala Center Cebu.”
The operative philosophy behind this is that the executives at HSBC want to keep their products fresh.
“You can’t do the same promotions over time,” shares Logan. “They get stale. We still have good things on our cards. We have three percent off at Caltex and good discounts in restaurants. But this time of the year, the focus is on buying gifts. Thus, we (offer) a plethora, a paradise of shopping opportunities.”
If I got a load of gift certificates and were to shop for my imaginary friend who weirdly looks like me, talks like me and smells like me, I’d head over to National Book Store or Bibliarch bookseller at Glorietta, and buy Arkham Asylum: Madness by Sam Kieth. This book features Joker and his arsenal of “collectibles,” an unnerved Nurse Sabine and the asylum itself that acts like the main character. It promises mayhem, holds back, but delivers something more perverse in the end. Insanely subtle. Or I’d go to JB Music, buy “my friend” an analogue stompbox, an 18-foot guitar cable, a strap with skulls, or a hard case for the Nirvana black Warwick Corvette $$ bass I’ve been dreaming of. Well, anything to make my mausoleum-like apartment feel like Santa’s workshop.
Logan concludes, “We don’t just want to be a credit card company. We want to provide products to our cardholders in a way that’s also innovative and exciting. We want to keep things fresh.”
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The promo period runs until Nov. 20, 2010 with redemptions honored until Jan. 30, 2011. SM gift passes from SM Department Stores can be enjoyed all year-round until Dec. 31, 2011 while Ayala Mall e-GC’s are valid one year from redemption date.
For information, call 976-800 and 85-800, or visit www.hsbc.com.ph.