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Table 3: Types of Membership Card with Different Strategies

TYPES OF MEMBERSHIP CARD EXPLANATION
Point-Based Membership Card Customers earn points whenever they fulfilled conditions and all the points will be collected such
as by making a purchase, referring to perks, share and write reviews on social media and many
more.
Paid Membership Card Customers pay a certain amount to be a VIP member which draws the customers by offering them
an exclusive benefit to differentiate them from regular customers.
Tiering Membership Card Focus on levels that customers need to reach in order to enjoy certain benefits. The higher the
customers are on the tier, the more benefits they gain. For example, Regular to Premium or Bronze
to Platinum types of membership card.
Engagement Membership Card This type of membership is not only to collect points or rewards but to boost engagement and stay
connected with customers. It is like to make them feel close with Zoo Negara. For instance, this
type of card can provide motivations, reminders, tips that related to animals.
Community Membership Card A unique card that can be complemented with point-based or tiering type of membership card.
For example, the customers can connect with same minded people as them to let them discuss
topics and share recommendations and might as well enjoy other benefits.

2.3 THE ELEMENTS PREFERRED IN MEMBERSHIP CARD

According to GlueUp article (https://www.glueup.com/blog/membership-card-designs), they found five preferred elements that many
people prefer to have on their membership card. They will feel rather special through different versions of membership cards they have in
their wallet. Membership cards are the best way to create engagement between the organization and the customers whether the current one
or the new one. The first element is making the card looks simple and clean. The cards shall not look too grand or festive and the organization
must focus on the colours because colours are one of biggest element of how the members view the organization’s brand. The second element
is classic yet look creative. Not all people love classic design because classic might appear as old-design type of card but if the organization
has a good eye for a great and creative design, pretty sure people will feel more attracted to join the membership. The third one is textured
and unique card where this type of card will definitely make the members feel special because the card design is uncommon and has different
material on it such as textured material, metal material and more. The fourth one is elegant and sleek type of card to show the exclusiveness
and luxurious feel towards the brand. The last one is Gold Member Card where this card is suitable to create for a tiering membership card
program because the higher the member on the tier, the more benefits that gain as well as the design of the membership card will differ them
from regular customers.

2.4 THE BEST PRICING STRATEGY FOR MEMBERSHIP CARD

There are varieties of strategy to improve membership pricing strategy where a great membership that experienced by the members
and the higher the satisfaction, the higher the profit of the organizations. Based on Marine, a writer from Springly article
(https://www.springly.org/en-us/blog/membership-pricing-strategy/), she shared five new strategies to improve the pricing strategy for
membership card. The strategies are (1) offering free trials without commitment; for instance, by showing the customers their values and
services before requiring them to pay, (2) offering joining benefits; for instance, develop a promotion for the new members only like putting
a half price or a 50% off discount for the first 2 months of membership, (3) good, better, best approach, for instance, create a choice for the
customers instead of forcing them to pay for what they do not want to have, (4) offering payment by installments, for instance, some

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