In a country where "malling" is a national pastime, catching and holding the attention of consumers is key. It's fine to have all the new stores and restaurants under one roof but it's more important that these establishments are ones that customers are familiar with and patronize regularly. Robinsons Land Corporation (RLC) realizes this and has recently launched its new and improved Robinsons Malls Privilege Card. The card now comes in a bright gold color and has been renamed the Robinsons Malls VIP Card. Shoppers at Robinsons Malls can now avail of the card when they meet the minimum spend (P5,000 single or accumulated purchase at participating mall branches and affiliate stores within the promo period). Residents of RLC communities and condominiums will also automatically receive their own VIP Card. This new development was included because residents have shown their preference for RLC by purchasing a unit or lot. They expect homeowners to use their card extensively at the nearby Robinsons Mall. Once they have the card, shoppers and homeowners can use it at over 600 of the mall chain's tenants where they are entitled to special perks and premium discounts. Robinsons Malls has identified that the bulk of customer spending is centered on shopping and dining and has acted accordingly--offering a wide range of options when it comes to retail and refreshments. Some of the brands where the VIP Card is accepted are KFC, Max’s, Pizza Hut, Italiannis, Lay Bare, Adidas, Converse, Lacoste and Nike Forum. The anchor brands of RLC's sister company, Robinsons Retail Holdings, Inc. (RRHI), are also included. Shoppers can thus expect perks and discounts when they shop at Robinsons Department Store, Robinsons Supermarket, Robinsons Handyman and True Value. VIP cardholders can likewise look forward to a free jumbo popcorn at Robinsons Movieworld on their purchase of cinema tickets. Since it is marketed as a VIP card, it goes well beyond the usual. For example, cardholders are entitled to free access of Robinsons Galleria’s Pay CR Lounge. They also have an express lane at Robinsons Movieworld Galleria and access to VIP seats at special events. Cardholders can also charge their cellphones for free at the phone charging stations at the mall's Customer Service Center. Those celebrating their birthdays get a free giant ice cream sundae. More perks are in the pipeline so things can only get better for Robinsons VIP cardholders. Follow RobinsonsVIPCard in Facebook and @RobVIPCard in Twitter and Iinstagram for promo updates and special treats.