NTUC Link brings home two wins at Retail Asia Awards 2025

It clinched the Loyalty Programme of the Year - Singapore and the Retail App of the Year - Singapore awards for its rewards programme and its app integration.

A good loyalty programme should be easy to use, rewarding, and seamlessly integrated into everyday life. However, for many Singaporeans, rewards programmes felt limited. Earning points took effort and redeeming them was not always straightforward. Link Rewards set out to change that, helping members to stretch their dollar on daily essentials.

In 2019, it became part of the FairPrice Group, expanding its reach beyond groceries. By 2023, the loyalty programme had transformed into a comprehensive lifestyle rewards ecosystem, fully integrated into the FairPrice Group app, giving members more ways to earn and redeem Linkpoints effortlessly.

Even though Link Rewards is Singapore’s most recognised loyalty programme, many members still see it only as a grocery savings tool. They are unaware that Link Rewards lets them earn and redeem Linkpoints across F&B, shopping, and lifestyle partners. Furthermore, when combined with the Trust card, members can accelerate their Linkpoint accumulation, maximising their rewards and savings like never before.

To solidify its position as a leading-edge loyalty programme, Link Rewards adopted a proactive, two-pronged strategy focused on elevating member value perception and facilitating seamless digital earning across all Link partners.

To change how members saw Link Rewards as a tool for grocery savings, it launched the “Every day, made a little more rewarding” campaign. This social-first campaign used Linkpoints to enhance everyday moments. It connected with young parents and working professionals on social platforms where they naturally engage, emphasising that Link Rewards is about smart, everyday value.

At the same time, the company further encouraged adoption of the loyalty programme by introducing gamification campaigns that turned everyday transactions into small wins. Seasonal and tactical promotions reinforced that Linkpoints are tangible savings that make a difference.

Whilst Link Rewards had scaled to accommodate these improvements, many members still saw it as a FairPrice-only programme. They did not realise that they could earn and redeem Linkpoints across F&B, shopping, and lifestyle partners. This also led NTUC Link to reinvent the FairPrice Group app experience.

As such, it also introduced a few key improvements that eliminated friction, increased engagement, and made rewards more valuable.

It expanded the Fairprice Group beyond its stores, enabling members to earn Linkpoints wherever they spend. It introduced gamification mechanics to boost adoption, rewarding members for transactions at partner outlets and making earning points engaging. Crucially, the app was enhanced to seamlessly expand earning opportunities beyond FairPrice stores, enabling members to earn and track Linkpoints effortlessly across the entire network of Link partners, effectively bringing all earning possibilities under one digital roof.

This successful venture led to Link Rewards being recognised as the Loyalty Programme of the Year - Singapore in the 2025 iteration of the Retail Asia Awards, whilst its integration in the FairPrice Group app also led the latter to nab the Retail App of the Year - Singapore category.

The prestigious awards programme recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].