Japanese cross-industry loyalty program Ponta to launch in Indonesia



Tokyo-based Loyalty Marketing, the company that operates Japanese loyalty and rewards platform Ponta, announced on Friday that it will launch the localized version of the service in Indonesia from spring of 2015. The company is a subsidiary of Mitsubishi Corporation (TSE:8058), a major Japanese trading company as well as the parent company of convenience store chain Lawson.

Since its launch in 2010, the platform has acquired over 66 million consumers as users. It allows users to earn rewards by presenting a Ponta card at a storefront of participating retail chains, such as convenience stores, restaurants, and gas stations.

Loyal Marketing plans to set up a local operating company called PT. Global Loyalty Indonesia in West Jakarta and launch the Ponta platform for local consumers next Spring. More than 10,700 retail stores from 10 brands under 8 companies are expected to participate in the program, which includes Alfamart convenience store chain, Dan Dan health and beauty stores, Solaria restaurants, and Es Teler 77 restaurants.

A rival program, T-Point, is being pushed by Culture Convenience Club and has about 50 million members in Japan. It was joined by Yahoo Japan last year.

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Recruit Holdings, one of Japan’s larger Internet service and employment service companies, announced in April that it joined the Ponta program and started providing their customers with rewards points using it. Kiip, a mobile rewards platform offered by San Francisco-based startup, also partnered with Ponta with assistance from Digital Garage (JASDAQ:4819), one of the Kiip investors.

Planned participating retail chains in Indonesia.
Planned participating retail chains in Indonesia.