Grab has expanded its GrabRewards program with the inclusion of more than 150 merchants in its ecosystem of rewards, as well as a new loyalty tier system designed to better reward top spenders.
According to Grab, the new lineup spans food and beverage, hospitality, lifestyle and retail brands, travel and service-related apps, as well as merchants from the attractions and destinations sector. Some of the top-tier merchants in Southeast Asia includes well-known brands such as AirAsiaGo, Deliveroo and Spotify, KFC, McDonald’s and Lazada.
As one of the most popular apps in Southeast Asia with 55 million mobile downloads, GrabRewards is one of the largest loyalty programs in the region. This makes it a highly compelling platform for brands looking to gain greater visibility and reach across the region.
In addition, GrabRewards will now consist of four loyalty tiers: Platinum, Gold and Silver on top of the normal Member tier. Where partner rewards used to be universal and standardized, the new system will ensure that consumers across each tier will now receive more targeted and exclusive rewards.
The new program represents an avenue to push the company’s e-payment platform. Indeed, Grab says a week’s worth of rides to and from work should be adequate to get users benefits such as movie tickets and free meals.
“This is an important step in the development of the GrabPay wallet. With our new expanded GrabRewards program, we’ve created an ecosystem in which our customers stay loyal because a dollar spent with Grab is more valuable than a dollar spent elsewhere,” GrabPay head Jason Thompson said.
“For our partners, it’s exciting to see GrabPay become a real revenue driver. During our soft launch in the last month, a number of our merchant partners have hit their redemption targets four times over already.”