Flipkart doubles down on rewards program, partners with 5,000 retail outlets in India

Flipkart on Monday launched SuperCoin Pay that its customers will be able to use across thousands of retail stores across the country as Walmart-owned e-commerce giant bets on its loyalty program to win and sustain its user base in the world’s second largest internet market.

The Bangalore-headquartered e-commerce giant said it had partnered with over 5,000 retail outlets including TimesPoints, Peter England, Cafe Coffee Day and Flying Machine across India to give its customers a “greater value and choice” to cash in on their Flipkart loyalty program, called SuperCoin Rewards. Flipkart customers earn these SuperCoins when they make purchases on the e-commerce platform.

Customers will be able to pay up to 100% of the bill value through SuperCoins, Flipkart said, pointing out that traditional loyalty programs have struggled to gain traction because they locked customers to their platform and made it difficult to convert reward points to cash.

Its retail partners operate in a wide-range of categories including fashion, grocery, food and beverages, travel, health and wellness. These retail partners will offer a QR code to make it easier for Flipkart customers to redeem their rewards points.

The move comes as giant e-commerce firms in India aggressively partner with physical and digital stores across the country. Amazon, too, has broadened its offering in recent years to offer coupons and discounts that Amazon Pay customers can redeem when making purchases at Urban Company, Domino’s, BigBazaar, More, Oyo Rooms, Licious, BookMyShow, Swiggy, and RedBus, for instance.

“The lines between online and offline shopping are becoming increasingly blurred, and our intention is to make the consumers’ shopping experience more rewarding, no matter where they shop,” said Prakash Sikaria, Vice President of Growth and Monetization at Flipkart, in a statement.

“Being a part of the SuperCoin programme enables our partners to reap the benefits of Flipkart’s 300 million customer base through a truly integrated rewards initiative,” he added.

Flipkart said customers on its platform have earned over a billion SuperCoin to date.

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