BIG Loyalty switches up points for digital dollars on refreshed app

BIG Loyalty has revamped its mobile app with additional features offering BIG Members more choices to use their BIG Points beyond flights and travel. The new app gives members the flexibility of using their points to redeem deals, which comprise a variety of lifestyle vouchers.

In a statement to A+M, BIG Loyalty's spokesperson said the revamp took two months to complete, from project scoping, software development and merchant partners acquisition to the launch of the new app. Most of the work was done remotely due to the Movement Control Order in Malaysia, the spokesperson added. According to her, the revamp was developed and built by a local in-house team of product managers and software engineers. As such, no external development cost was incurred.

"We needed to turn BIG Points from merely loyalty points for flights into a digital currency for everyday use. This will increase consumer stickiness to our app as well as the earn and redemption velocity of BIG Points," the spokesperson explained.

With mobile being a popular platform nowadays, BIG Loyalty has created exclusive app-only features such as BIG Deals (instant points redemption) and BIG Xchange (instant points conversion) for members to easily redeem a deal or convert their other loyalty points into BIG Points, all on the go. BIG Deals is now available for members in Malaysia and will extend to Thailand, Indonesia and Philippines soon. New features such as points transfer, points sharing among family members and blockchain-based points conversion on the BIG Xchange platform will be available soon. 

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From now until 31 May, BIG Loyalty is offering users who download the app or login free points as well as redeemable offers from Huawei, Caring Pharmacy, Hermo, Potboy, Dome Cafe, dahmakan, Hungry, MPHOnline, Photobook, Pixajoy and Flower Chimp, among others. Deals redeemed will be in the form of e-vouchers, which can be used at partner merchants’ offline or online stores. In addition, the app enables a points purchase option for members who have insufficient BIG Points, making it easier for members to convert their points into savings by using points to offset some cost of a purchase.

When asked about the ROI for its revamped app, BIG Loyalty's spokesperson said it hopes to build a robust loyalty ecosystem, by "activating" members and giving them new reasons to earn and redeem their points. The app will also offer BIG Loyalty with enriched data and a deeper understanding of its members' lifestyle choices, which can help it design more personalised offers and create more meaningful engagements between the brand and consumers.

Spencer Lee, CEO of BIGLIFE, said: “BIG Points have evolved from just loyalty points into a digital currency, this is part of our continuous efforts to create more value for BIG Points and to offer freedom as well as a better experience for our members to utilise their BIG Points."

Currently, there are over 13 billion BIG Points in its members accounts and this presents a huge opportunity, Lee said, for businesses to tap into its ecosystem and offer their products. "We will continue to push boundaries, expand our offerings and enhance our member experience to create more meaningful value to our members as well as our partners," he added.

Separately, BIG members can also donate their points through a public digital donation initiative named "Give With Ikhlas" during Ramadan. Members can redeem cash donation vouchers and 100% of the donation will go directly towards the cause, which will use the funds to feed the less fortunate and frontliners whilst supporting local businesses.

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