Rakuten and FamilyMart expand loyalty program with points boost incentive

First-ever SPU integration of a non-Rakuten Group company.

Rakuten Group, Inc., Rakuten Payment, Inc., and FamilyMart Co., Ltd. announced that FamilyMart will join the Rakuten Ichiba Super Points Up (SPU) Program starting 1 July.

This is the first time a non-Rakuten company has been included in the SPU program.

Customers who use a Rakuten Point Card at FamilyMart and spend at least ¥3,000 per month will receive a +0.5x Rakuten Points boost on Rakuten Ichiba purchases for that month.

With the addition, SPU’s maximum point multiplier will rise to 18.5x across 17 services.

The partnership builds on cooperation since 2007, including Rakuten Edy, Rakuten Pay integration in stores, and shared point services.

FamilyMart said the move supports its goal of increasing store visits during its 45th anniversary campaign.

Meanwhile, Rakuten said the integration strengthens its ecosystem by linking in-store spending with online rewards.