21 July 2018
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OCBC Bank and StarHub to create multi-industry loyalty platform

07 June 2018  |  6660 views  |  2 Woman shopping with credit card

OCBC Bank and telco StarHub are developing a cross-industry platform that will enable consumers to exchange, consolidate and redeem loyalty rewards – such as discount points and air miles – earned from a coalition of partners across industries.

Today, there are 400 loyalty programmes in Singapore with approximately 70% of consumers participating in one or more programmes. However, the average redemption rate of a typical standalone loyalty programme is 50-70% based on OCBC Bank’s estimates.

The Coalition Loyalty Programme aims to bring on board key players from ten industries - financial services, telecommunications, travel, insurance, retail, hospitality, food and beverage, grocery, petrol and transport - in an effort to substantially reduce the inherent wastage in low value rewards.

With the creation of an online tracking dashboard, consumers will be able to consolidate and monitor the expiry dates of the loyalty points and be aware of the available points any time and the rewards to redeem.

The programme currently boasts a total of seven partners across seven industries, with other companies set to come onboard.

Desmond Tan, head, group lifestyle financing, OCBC Bank, says: “There will be no more wastage. Consumers will now be able to get the maximum value out of each reward point. We want to proactively create a community of engaged members, rather a run-of-the-mill loyalty programme.”

Comments: (2)

A Finextra member
A Finextra member 07 June, 2018, 12:39

Yes, this is smart because banks have to be more active and smart in:

(1) Building their own ecosystems and platforms.

(2) Creating loyalty in an online environment.

This project matches both. Smart, good.

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Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune 08 June, 2018, 13:49

LOL didn't think anyone would act on my guidance just 3 days after I published How Blockchain Can Crack The Holy Grail Of Loyalty Programs:)

Keen to know whether OCBC / StarHub's proposed platform will merely permit users to manage multiple loyalty programs from one consolidated portal à la Using Miles and KeyRing referenced in my post OR enable trading of reward points of one program with those of another program à la  the Reward Exchanges referenced in my post.  

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