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M'sian supermarket chain offers e-payment option

Publication Date : 10-02-2014


GCH Retail (Malaysia) Sdn Bhd and Malaysian Electronic Clearing Corporation Sdn Bhd recently came together to launch the e-debit transaction system for the entire Giant chain of supermarkets.

Enabled at all its 128 hypermarkets and supermarkets nationwide, customers can choose to pay for purchases simply by swiping their ATM cards and keying in the PIN number.

In addition to easing checkout transactions, the move to introduce the cashless system also addresses safety issues and adds value for both customers and the retailer.

“By allowing payments with ATM cards, customers don’t have to carry much cash. Coupled with pin identification, it is almost impossible for any fraud to take place,” explained GCH marketing director Ruben Brusch.

Brusch also stated the benefits for businesses as merchant rates for ATM or debit cards are at least 40% lower than international debit or credit cards.

“This is especially important for low-cost retailers like us as we could reduce cost in order to pass on the savings to our customers by offering products at lower prices,” he added.

On top of that, the system also encourages savvy spending among shoppers and helps to avoid credit card related charges.

“E-debit helps to instil financial discipline because you only spend what your bank account say you can afford,” quipped Brusch.

“You can also avoid outstanding-balance interest charges and late payment issues that only come with the use of credit cards.”

With regards to the frequency of use for ATM and debit cards, MyClear managing director Peter Schiesser sees potential in the Malaysian market.

“We are registering an optimum annual growth of 26% with 5.2 million point-of-sale ATM payments valued at 2.4 billion ringgit (US$721 million) last year.

“Currently, there are 41 million debit cards in the country and almost every one carries an ATM card with them,” stated Schiesser.

Brusch and Schiesser also explained that the programme is in line with the Malaysian government’s aim to make cashless transaction a local way of life.

In order to instil the e-debit habit, Giant has also commenced a campaign that offers shoppers a chance to win a fully sponsored trip to Brazil to catch the World Cup.

To participate, shoppers are required to spend a minimum of 100 ringgit at any Giant store using the ATM card.

five lucky shoppers will win the trip while Giant gift vouchers worth 200 will also be offered every week during the campaign duration, which is from January 28 to April 28.

The ATM cards accepted for the programme includes those of which are issued by Affin Bank, Alliance Bank, Agro Bank, AmBank, Bank Islam, Bank Muamalat, Bank Rakyat, CIMB Bank, Hong Leong Bank, Maybank, Public Bank and RHB Bank.

*US$1 = 3.33 ringgit


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