Flipkart launched SuperCoin Pay on Monday that its customers will be able to use in thousands of retail stores across the country as the Walmart-owned e-commerce giant bets on its loyalty program to earn and maintain its user base on the second largest internet market in the world.
The Bangalore-based e-commerce giant said it has partnered with more than 5,000 retail outlets, including TimesPoints, Peter England, Cafe Coffee Day and Flying Machine across India to give customers ” more value and more choice ”to enjoy their Flipkart loyalty program, called SuperCoin Rewards. Flipkart customers earn these SuperCoins when making purchases on the e-commerce platform.
Customers will be able to pay up to 100% of the invoice value through SuperCoins, Flipkart said, noting that traditional loyalty programs have struggled to gain traction as they block customers on their platform and make it difficult converting reward points to cash.
Its retail partners operate in a wide range of categories, including fashion, groceries, food and drink, travel, health and wellness. These business partners will offer a QR code to make it easier for Flipkart customers to redeem their reward points.
The move comes as giant e-commerce companies in India are aggressively partnering with physical and digital stores across the country. Amazon has also expanded its offering in recent years to offer coupons and discounts that Amazon Pay customers can use when shopping at Urban Company, Domino’s, BigBazaar, More, Oyo Rooms, Licious, BookMyShow, Swiggy and RedBus, for example.
“The lines between online and offline shopping are increasingly blurred and our intention is to make the shopping experience for consumers more rewarding, no matter where they shop,” said Prakash Sikaria, vice president of growth and monetization at Flipkart, in a statement.
“Being part of the SuperCoin program enables our partners to benefit from Flipkart’s 300 million customers through a truly integrated rewards initiative,” he added.
Flipkart said its platform customers have earned more than a billion SuperCoin to date.