Japan-based Loyalty Marketing revealed their plan to launch Ponta, a loyalty service platform that provides point rewards system, in Indonesia in the second quarter of 2015. Loyalty Marketing is one of subsidiaries of Mitsubishi Corporation, a giant Japanese company which is also the parent company of Lawson store network.
As The Bridge reported, Loyalty Marketing is in the course of establishing a local company in Indonesia that will go by the name of PT. Global Loyalty Indonesia. The scheme that Ponta implements will then be modeled by 10.700 retailers of 10 brands which are under 8 different companies, including Alfamart and Alfamidi retail network, Dan Dan health and beauty shop, Solaria restaurant, and Es Teler 77.
Ever since being launched back in 2010, Ponta has gathered 66 million consumers in Japan. The platform allows users to collect points as their rewards and exchange them with nice prizes at retail networks, like minimarts, restaurants, and gas stations.
Ponta isn’t the first Loyalty Program to fight in the Indonesian market, since Pouch had already had its services operated in Indonesia. Unfortunately, the platform could only manage to run for one year, before it got forgotten and abandoned. A loyalty service platform can’t indeed rely only on the rewarding system it adopts, or partnering with only a few merchants. It needs a comprehensive Customer Relationship management (CRM) and, if necessary, cross-collaboration to make the whole system works.
Today, Stamp, which partners with Quinos, becomes the only survivor in the Indonesian loyalty service industry, while others have failed. Now, can Ponta replicate the success that it gains in its native country?
