Rakuten launches R-Point Card service

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Rakuten Inc on Wednesday announced the launch of the R-Point Card service, an offline extension of its Rakuten Super Points loyalty points program, allowing members to use their Rakuten Super Points in actual stores throughout Japan.

Until now, Rakuten Super Points could be earned and used at some 42,000 stores on the Rakuten Ichiba online shopping mall, as well as on the various services offered by Rakuten Group. Super Points could also be earned in brick-and-mortar stores using the Rakuten Card credit card, in transactions using Rakuten Edy e-money, or via the Rakuten Check app, which rewards users with Super Points for visiting stores.

The new R-Point Card service further expands on the online-to-offline concept, allowing members to not only earn Super Points by simply displaying their R-Point Card in over 12,600 stores nationwide operated by 12 affiliate companies and organizations, but also use their Super Points to make payments at the majority of these stores.

With certain affiliated retailers, additional Rakuten Super Points can be earned by paying with a Rakuten Card or Rakuten Edy. Rakuten is also now offering a combined Rakuten Edy and R-Point Card, the Edy-R Point Card.

Rakuten will offer a free R-Point Card app for iOS and Android which can display the membership card barcode to allow members to use their R-Point Card via their smartphone, rather than having to carry their card (pending app approval). Rakuten is also planning to offer the R-Point Card service to individual retailers using point-of-sale terminals next spring.