In our earlier article, we explored how consumer consideration of customer rewards platform ShopBack has held steady following the discontinuation of its buy now pay later (BNPL) service, indicating continued interest in its cashback and voucher services.
But how common is the usage of consumer reward programs in Singapore – and which platforms come out tops in regular users?
What proportion of Singaporeans use customer reward programs?
Latest YouGov Surveys research shows that about three in ten (29%) consumers in Singapore have used at least one customer reward program in the past three months.
Demographically, usage of customer reward programs is relatively higher among Gen Z and Baby Boomers (both 36%) at over a third, compared to around a quarter among Millennials (26%) and Gen X (24%).
Among Singaporeans who use customer reward programs, 38% regularly use just one, while 30% use two and 20% use three. Just 12% have used four or more rewards programs in the past three months.
Which consumer loyalty programs are most popular in Singapore?
DFI Retail Group’s Yuu Rewards Club and NTUC FairPrice’s Link Rewards – which allow consumers to accumulate points when grocery shopping at major supermarket chains – are the two most used customer reward programs in Singapore.
Sea Group’s Shopee Members Club and ShopBack are the joint third most popular rewards program, ahead of GrabRewards then CapitaLand Group’s CapitaStar program, the most popular shopping mall loyalty program.
Singapore Airline’s KrisFlyer is next most popular – and the only airline rewards program in the top ten – followed closely by Alibaba Group’s Lazada Rewards and Fave.
Data from YouGov Surveys also reveals significant differences between generations. ShopBack is significantly more popular among younger consumers – ranking #1 among Gen Z and Millennials – but #4 among Gen X and #5 among Baby Boomers.
Programs significantly more popular among Gen Z, but less so among other generations, include: MyMcDonald's Rewards (#4), Starbucks Rewards (joint #5 with CapitaStar), Uniqlo membership (#7).
Meanwhile, Singapore Airlines KrisFlyer (#4), CapitaStar (#5) and Fave (#7) stand out significantly among Millennials.
On the other hand, NTUC FairPrice Link Rewards are more popular among older consumers – ranking #1 among Gen X and Baby Boomers – compared to #3 among Millennials and #6 among Gen Z.
Notably, Shopee Members Club, while ranking #3 across all generations, stand out as significantly more popular among Gen X.
Explore related stories about customer loyalty programs in Singapore:
➤ Customer reward programs: what benefits are most attractive to consumers in Singapore?
➤ ShopBack ends BNPL service: How has consumer consideration of the platform been impacted?
➤ Can customer loyalty programs help brands in APAC grow their pool of loyal patrons?
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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online in May 2024, with a nationally representative sample of 1,025 adults (aged 18+ years) in Singapore, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, and ethnicity to be representative of all adults in Singapore (18 years or older), and reflect the latest Singapore Department of Statistics (DOS) estimates. Learn more about YouGov Surveys: Serviced.
Cover image by AsiaVision
