Singtel launches annual member subscription programme

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Singtel has launched a new membership subscription platform called Red. With an annual membership fee of SG$88, Red is designed to pack in premium experiences and superior value for all Singtel customers.

According to a Singtel spokesperson, Red demonstrates the brand’s evolution to the needs of customers. He added that the programme will be “unlike any other loyalty programmes because” any Singtel customer can be a member regardless of their subscription package with the brand

“We are making benefits previously only available to selected customers like the four-hour onsite priority service available for even more customers,” said the spokesperson.

The membership offers consumer perks including device vouchers and onsite priority support, free data, and discounts off Singtel products and exclusive benefits from lifestyle partners that were previously only available to selected customers. Based on a recent Singtel consumer-insight study, seven in 10 customers say device vouchers are one of the most appealing reward from a telco.

“We are also making sure Red is a constantly evolving programme with regularly refreshed perks and benefits based on our customers’ interactions with the merchant partners and their feedback. This also helps us understand our customers’ lifestyle needs even better. The unique combination of high value returns and bespoke services address our customers’ needs and helps us take our relationship with them to the next level,” he added.

Anna Yip, chief executive officer, consumer Singapore said, “We’ve always endeavoured to deliver the best possible value and experiences for our customers. We understand the changing needs of our customers and see this as a means of building more meaningful bonds and delighting them at every opportunity.”

Last year, Singtel was awarded MARKETING-INTERACTIVE's, overall L&E 2021 Brand of the Year for its campaigns, “Launch of the first ever Singtel Dash Rewards Loyalty Campaign”, “SingtelStepUp” and “Singtel X NETS Click Campaign - Never Miss A Moment”. The brand also won Bronze for Best Loyalty Programme - Financial & Insurance and Best Loyalty Programme - Telecommunications, Silver for Best Card-Based Loyalty Programme and Best Use of Rewards & Incentives, and Gold for Best Loyalty Programme – Launch / Re-Launch, Best Loyalty Programme – Lifestyle, Best Membership Programme and Best Use of UI / UX Design, at MARKETING-INTERACTIVE's Loyalty & Engagement Awards 2021.

Cheryl Ko, associate director, digital rewards at Singtel, told MARKETING-INTERACTIVE that instant gratification was key to driving adoption and stickiness during the pandemic. She also explained how brands have to integrate interactivity on top of its services to drive consumer engagement.

In Q3 2020, Singtel Dash underwent a brand invigoration and launched Dash Rewards, where customers were rewarded across the various activities that they do with Singtel Dash. Customers can now earn points, discover, and redeem from over 180 of their favourite rewards seamlessly within the app. In addition, customers can easily track their reward points expiry, points earned and progress to qualify to the next tiered membership status. Ko added that in 2021, the brand will be enhancing Dash Town, focusing on features, quest-based challenges and creating more interesting ways to reward customers for their engagement and usage on the app.

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