Recent Press Releases - Article

BRAZIN LIMITED CUSTOMER LOYALTY PROGRAM - PULSE© - ECLIPSES THE MILLION MEMBER MARK AND MEMBERSHIP CONTINUES TO GROW

SYDNEY, September 25 2006. Brazin Limited (ASX - BRZ) achieved a significant milestone this month when its customer loyalty program - Pulse - recruited its one millionth member. Now with in excess of 1.1 million members, Pulse is recognised as having one of the fastest growing membership bases in Australian retail loyalty marketing.

The program, carrying the tag line, "Keep your Pulse© racing" was only launched in October 2004, and utilises the Visible Results GraphicardT loyalty platform.

The Pulse© program encompasses five key Brazin brands: Virgin Entertainment, HMV, Sanity, dusk and BNT, and operates across 500 retail outlets around Australia.

Tony Quinn, General Manager Strategic Projects at Brazin commented, "The consumer value proposition of Pulse© surpasses any other program of its kind in the Australian retail market. With more than a million members enrolled in less than 18 months we have exceeded all our targets and the level of customer enthusiasm for the Pulse© program has been extremely encouraging".

Customers are invited to join the program in any one of the participating brands' stores and with every qualifying transaction earn points towards reward vouchers. A coalition of multiple brands means there's ample opportunity for members to accumulate points - while a variety of membership privileges add layers of value beyond the traditional structure of a point-based rewards program.

The Pulse© program is structured to reward members with one point for every dollar they spend while shopping with their Pulse© card. Once a member has accumulated 100 points they are rewarded at point of sale with a $5 voucher that may be redeemed with their next purchase in any one of the five participating brands.

In addition to instant prizes, customers are automatically entered into major prize draws and promotions that give them a chance to win high-value prizes. "Never has a loyalty platform been able to be so rewarding", said Mark Pullen, General Manager, Visible Results Australia. The ability of the Pulse GraphicardT to communicate directly with members has proven to be invaluable to Brazin, its suppliers and third parties who want to get a tailored message directly into the hands of this large and profiled member base. Such is the profile of Pulse© that our partnership management team has been able to attract and retain premium partners. These relationships only serve to strengthen the consumer franchise further."

The high-quality data collected through the program enables Brazin to uniquely benefit from a better understanding of consumers and their preferences. The consumer and product data insights provide the basis for tailored communications targeted to specific customer segments. These predominantly email communications are used to up-sell and cross-sell different ranges of products, stimulate an increase in purchase frequency, or drive cross brand shopping behaviour.

For the first time, Brazin marketers have been able to effectively segment their customer base to determine the products that resonate with particular profiles.and do this across all five brands to identify, network-wide, Brazin's most profitable customers.

"The changing card face - which is able to deliver general or personally tailored messages with each transaction - as well as the other unique features of Visible Results' platform will clearly differentiate each of the Brazin brands from competitor programs, guarantee a high level of consumer engagement, and deliver truly measurable outcomes", said Mr. Quinn.

"Because the Pulse© GraphicardT is ultra-thin, it's convenient for members to keep it in their wallet and always have handy. It is a program imperative that we endeavour to encourage as many store transactions to be processed on the [Pulse©] card as possible. In this way the data we have coming through from the program is more closely representative of our total customer base. We are then able to confidently use the insights drawn from the data to make better informed decisions, impacting a range of corporate and store disciplines."

Pulse© was rolled-out nationally following a successful pilot in South Australia.

About Brazin

Founded in Victoria in 1980, Brazin Limited is a publicly listed company and operates some 700 retail stores Australia wide. Its brands include Sanity Music, Virgin Entertainment, HMV, BNT (formally Bras n Things), Aztec Rose, dusk, Diva, and EzyDVD.

About Visible Results Australia Pty Ltd

Visible Results is a leading developer of unique loyalty marketing programs that provide innovative relationship marketing solutions for retailers and other consumer-facing branded businesses.

Visible Results' global organisation supports a broad spectrum of clients across the specialty retail, mass merchandising and shopping centre sector in Australia, New Zealand, USA, UK, Asia and the Middle East. Visible Results are the global provider of the unique GraphicardT solution.

Contact: Mark Pullen, General Manager, Visible Results Australia Pty Ltd

+61-2-8332-6868 or mpullen@visible-results.com.au

www.visibleresults.com