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The brand loyalty landscape in Indonesia is constantly evolving, driven by shifting consumer expectations and rapid digital transformation. While the pandemic temporarily slowed market growth, retailers in Indonesia adapted by building unique ecosystems to meet demand-supply challenges. Today, with economic pressures persisting, brands face increasing difficulty in retaining existing customers. In response, they are embracing innovative loyalty programs and strategies to win over a new wave of brand fans.
According to a recent Research & Markets report, the loyalty programs market in Indonesia is projected to grow from US$775.5 million in 2021 to US$1.47 billion by 2026, with an impressive CAGR of 13.6% during 2022-2026. This remarkable growth reflects how brands are investing in loyalty initiatives to engage and retain customers in a highly competitive market.
Indonesian consumers’ approach to loyalty rewards programs has shifted significantly. No longer satisfied with traditional models, shoppers increasingly demand instant gratification and seamless ways to redeem loyalty points. As a result, loyalty app Indonesia solutions and loyalty software are emerging as key tools for brands to meet these expectations.
To gain a competitive edge, businesses are integrating best loyalty programs with personalized strategies and technology-driven solutions. Capillary Technologies has been instrumental in helping brands address these challenges with its robust, modular product suite. By leveraging data-driven, AI-powered tech solutions, Capillary enables brands across diverse segments to gather actionable marketing intelligence, enhance customer experiences, and foster long-term loyalty.
In this blog, we explore 7 top loyalty programs in Indonesia that have successfully engaged customers and set benchmarks for others to follow.
Starbucks, is known for its offerings, rewards, and habit of creating customer delight. The brand has been expanding its roots in different countries by implementing different strategies. In the Southeast Asian market, the brand has partnered with SuperApp Grab to enhance customers’ dine-in and delivery experiences across 1,882 countries across the region. Now, Starbucks shoppers can place orders via the Grab app, make payments for dine-in orders via GrabPay e-wallets, and earn easy rewards.
The alliance unlocks double chances for customers to earn rewards with Starbucks and Grab SuperApp. Here, Starbucks wins the chance to personalize relationships with GrabPay, GrabRewards, GrabFood, GrabGifts, and GrabExpress. To strengthen customer relationships with the brand, it has enabled customers to redeem rewards in exchange for complimentary beverages and birthday treats.
Post-pandemic, several retailers are adding a digital dimension to their business to widen their reach, which was the same for Indonesians. When not every retailer plans to get a website, marketplaces got the hang of the situation. In July 2021, Shopee rolled out Shopee Mall Brand Membership to help brands retain their shoppers. That’s a loyalty program platform that sellers on Shopee can leverage to give rewards to their shoppers and offer exclusive experiences based on membership tiers.
Shopee executed this approach for its sellers to power brands with tools to understand their shoppers better, improve their experiences, and boost their profits. This strategy is exactly what all eCommerce owners can directly implement in their businesses to improve their customers’ phygital experiences.
Indonesia’s leading conglomerate PT Erajaya Swasembada Tbk. (Erajaya) operates with its 87 distribution centers across 1100+ outlets in the country. As it expanded its range of products from mobile telecom devices to lifestyle, the brand launched an umbrella loyalty program – Eraclub. Its members could earn & redeem rewards with ease across all the brands under the Erajaya group. Looking to up out loyalty game? Check out Capillary’s robust loyalty software – Loyalty+.
With Capillary’s AI-powered customer engagement platform, Erajaya served customers with membership models, and personalized campaigns, and earned high-valued customers offering real-time rewards. The brand gathered 1.3 million new customers even during the global crisis in 2021. You can learn more about Eraclub’s success story here.
Wardah Beauty is Indonesia’s biggest halal beauty brand which serves its customers with a wide range of sustainable cosmetic products. On the D2C front, they run a typical loyalty program where customers can earn loyalty points on their transactions and can redeem them when they shop next.
However, on the B2B front, Wardah Beauty led a cause-driven loyalty program. It encourages its customers to become beauty ambassadors and entrepreneurs/influencers. Joining the Wardah Womenprenuer Community, they can sell products at attractive discounts and earn reward points as well. The brand has a range of products for which they can redeem their points; you can check more on this here.
Mulia Privilege – Mulia’s loyalty program designed is an invite-only loyalty program focused on providing unique experiences to its loyal customers. The hotel brand offers a tiered membership program for all their guests at Hotel Mulia Senayan, Jakarta, and The Mulia, Mulia Resort & Villas – Nusa Dua, Bali. It’s an invite-only program where guests can be eligible to sign up after their first stay. Mulia Privilege has three tiers – Silver, Gold, and Diamond.
The guest’s profile will be on the Silver tier as they first enroll and will be upgraded to Gold as the member did a minimum spend of US$10,000 up to US$19,999 or stayed 30 qualifying nights (on direct bookings only) within qualifying rates and any rolling year. Further, guests’ member profiles will be upgraded to Mulia Privilege diamond members. Mulia Privilege members can earn and redeem points with dine-in at Mulia’s Food and Beverage outlets, luxury experiences, signing up for leisure activities, and unlock extra privileges as they move up the ladder to higher tiers.
MAPCLUB is Indonesia’s retail brand that deals in fashion & lifestyle products. The brand has partnered with several other renowned brands across verticals and delivers seamless omnichannel experiences. MAPCLUB stands out for its online-to-offline (O2O) approach. Customers can shop online or opt for the ‘Pay & Pick’ service after ordering online. The MAPCLUB rewards program is designed to offer variable reward points for customers shopping via variable touchpoints. A customer may earn 10 points for every 10 Rupiah spent at Supermarket & Digimap, while they can earn 50 points for shopping at a departmental store.
The approach of configuring variable reward points helps the brand get shoppers across multiple touchpoints. MAPCLUB members can redeem points both in-store and while shopping online. Moreover, they can use these points to unlock various promotions, get vouchers, contribute to charity, and earn experiential rewards. Per the member profile and latest additions, redemption options do vary and keep upgrading (In-Store is Back in Vogue: Get your Phygital Customer Experience Right).
The best loyalty program in Indonesia can be yours with Capillary’s loyalty software. Get in touch with our Loyalty Experts to learn more.
GarudaMiles: Garuda Indonesia’s frequent flyer program, GarudaMiles, allows members to earn and redeem miles when flying with Garuda Indonesia or its partner airlines. Members can enjoy benefits such as priority check-in, extra baggage allowance, lounge access, and exclusive promotions.
BCA Rewards: BCA (Bank Central Asia) Rewards is a loyalty program associated with BCA Bank. BCA credit cardholders can earn points for their transactions and redeem them for a wide range of rewards, including travel vouchers, shopping vouchers, and electronic gadgets.
Hypermart’s Poin Xtra: Hypermart, a popular hypermarket chain in Indonesia, operates the Poin Xtra loyalty program. Members can earn points by shopping at Hypermart stores and redeem them for discounts, vouchers, and special promotions.
Are you an Indonesian brand marketer thinking of tweaking your rewards program? Read our detailed marketers’ guide to enhance the rewards program experience. To consult loyalty experts on designing a personalized loyalty program for your brand, contact our experienced team of loyalty marketers.
Some of the top loyalty programs in Indonesia include Shopee Loyalty, Erajaya’s Era Club, GrabRewards, and OVO Points. These programs are designed to enhance customer engagement and reward frequent users.
Loyalty programs provide Indonesian customers with rewards like cashback, discounts, exclusive offers, and points that can be redeemed for products or services. They also help customers save money and enjoy personalized benefits.
A good loyalty program offers seamless integration with apps, personalized rewards, easy redemption options, and omnichannel support to provide a consistent customer experience.
Loyalty apps are gaining traction in Indonesia due to the increasing adoption of mobile technology. These apps provide convenience, instant rewards tracking, and personalized offers, making them a preferred choice for customers.
Businesses can implement a successful loyalty program by partnering with a trusted loyalty software provider, offering meaningful rewards, leveraging customer data for personalization, and ensuring an omnichannel experience.
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