MDL Marinas introduces points-based loyalty scheme

UK marina network MDL Marinas has introduced a new points-based loyalty scheme, Otium, to give clients a more personalised experience when accessing services provided by the group.

Following nearly a year of development, Otium allows clients to collect points at differing values when they purchase products like fuel, yard services, berthing and parking, and ultimately redeem those points against additional services or again their berthing contracts.

It is hoped that in the future clients will be able to collect and redeem points with many of MDL’s on-site tenants and on their services.

Tim Mayer, sales and marketing director at MDL Marinas, said, “Following only limited product development in recent years we felt it was time for something new that gives our customers and tenants more choice and control over how they redeem their annual berthing benefits whilst also allowing non-MDL berth holders to accrue points at a lower rate to spend with us when they visit and use our services throughout the year.

“It remains the case that being a loyal annual berth holder with MDL is the best way to enjoy our services and keep boating costs down. Now with Otium, our loyal berth holders can enjoy the chance to choose where best to apply their points (discounts and savings) to give them maximum personalised value from their berthing agreement. If you don’t want a lifting discount this year, why not use your points to discount fuel?”

Otium, Latin for ‘leisure time’, was officially launched on 15th September and is available to all MDL berth holders as well as visitors to the marina company’s sites.

New berth holders will move straight to the ‘Berthing With Otium’ scheme while existing customers can chose to remain on their current ‘Freedom Berthing’ agreement with the same generous discounts and services, or at renewal switch to Otium if they wish.

Simply Berthing, Dry Stack and Swing mooring customers can also join Otium (T&Cs apply).

It is envisioned that more and more of MDL’s tenants will join Otium, offering point collection and the ability to use points against services, as autumn progresses. MDL’s yard services, fuel and berthing packages are all currently linked in.

“This is an exciting transition for our berth holders. We spend a lot of time talking to our customers and the theme of controlling benefits has risen higher on their agendas. It makes sense. Everyone knows that there are a lot of benefits to being a berth holder with MDL – over and above our stunning marinas and excellent teams – but some of our customers realised that they weren’t able to make the most of all the opportunities MDL offered them,” Mayer added.

Michael Glanville, managing director, said, “The launch of our loyalty scheme marks another step forward in the development of our products and services, targeted at giving our customers the best possible experience and the most flexibility that we can.

“Otium focuses on changing the way boaters think about the value of being a berth holder or casual customer with us. This launch marks just one of several new markets and products being launched at marinas across the network in the coming months. It has never been a better time to join MDL.”

For more information, visit MDL Marinas. Sign up to our newsletter to get the best of Yachting Pages delivered direct to your inbox every month.

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