NTUC Link Pte Ltd secures double victory at Retail Asia Awards 2026

Link Rewards Programme was recognised for its successful transformation and its partnership with Caltex and Trust Bank.

NTUC Link Pte Ltd secured two accolades at the Retail Asia Awards 2026, winning Co-Branding Initiative of the Year - Singapore and Loyalty Programme of the Year - Singapore.

These wins highlight the programme’s success in creating a seamless, cross-border loyalty ecosystem across payment, fuel retail, and loyalty rewards. By removing friction from the shopping journey and expanding the utility of Linkpoints, the company has truly elevated the member experience.

Connecting loyalty across the Singapore-Malaysia border

The co-branding accolade recognised a strategic partnership with Caltex and Trust Bank, which connects payment, fuel retail, and loyalty rewards across the Singapore-Malaysia border. This initiative enables customers to earn Linkpoints at participating Caltex stations in Johor Bahru and redeem them for savings back in Singapore.

The partnership addressed a fragmented retail experience where loyalty programmes typically remained confined within national borders. Whilst many Singaporean drivers frequently travel to Johor Bahru, their overseas spending previously offered no connection to domestic reward ecosystems. To bridge this gap, the three brands created a unified value loop that incentivises brand preference through habitual cross-border spend which shifted customer decision-making from being price driven to value led.

The partners utilised a multi-channel communications strategy to drive awareness amongst travellers. This included geofenced push notifications triggered when members were within 150 metres of a participating Caltex station. The initiative also employed targeted eDMs and WhatsApp broadcasts timed ahead of weekends to reach high-intent segments during peak travel periods.

It successfully turned routine travel behaviour into sustained brand loyalty for Caltex, Trust Bank, and the Link Rewards programme.

The initiative delivered significant commercial results, with Trust transactions surging 18.6% in the first month. The campaign acquired new customers who did not previously transact at Caltex Singapore. Furthermore, the partnership engaged unique customers and drove an average 17% uplift in monthly fuel volume compared to 2024. More users became repeat customers, which demonstrated strong adoption of the cross-border proposition.

Reimagining the Link Rewards member journey

A core part of Link Rewards programme's success involved the integration of Singpass Myinfo for instant onboarding. By leveraging this national digital identity, it allows the company to automate welfare subsidies for senior and low-income members at the point of sale. Eligible individuals, such as those in the Pioneer or Merdeka generations, receive discounts automatically without the need to present physical cards. To create even more value and relevancy, the integration also uses verified data to send personalised birthday deals across online and in-store channels.

The team behind the campaign successfully drove widespread Myinfo verification amongst members, eclipsing initial registration goals and outperforming the company's stretch targets.

The programme also introduced a high-velocity redemption model to cultivate daily shopping habits. Under this initiative, members redeem snacks and essentials for 99 Linkpoints (SG$0.99 in value). Following a revamp between July and December, redemptions surged by 150% whilst member engagement grew by 60% compared to the first half of the year. These rewards remain accessible across 150 FairPrice stores and over 100 Cheers outlets.

Strategic partnerships with National Trades Union Congress (NTUC) and Trust Bank deliver enhanced, tiered value for Link members. This includes up to 21% savings in Linkpoints (Link Rewards currency points) as well as exclusive vouchers for members designed to help ease the cost of living.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

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 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].