EZ-Link launches Hello Kitty travel ‘charms’, rewards scheme

SINGAPORE – EZ-link today (April 21) introduced new initiatives to jazz up the ez-link card, featuring a new rewards scheme, and EZ-Link Hello Kitty charms which can be used for travel instead of the conventional card.

For the first time, commuters will be rewarded for every trip they make on SMRT and SBS buses and MRT trains, under the new EZ-Link Rewards Scheme. By linking their ez-link cards to a free mobile application called Perx, users can earn points automatically and use those points to redeem rewards and deals from selected merchants, including products and services from food and beverage, fashion, limousine, beauty and wellness, and lifestyle establishments.

Twelve merchants are onboard at the moment which include include Tigerair, Zalora and Foodpanda. The app has been downloaded 8,000 times since its soft launch on March 23.

The new EZ-Charms, meanwhile, has the same functions as ez-Link cards and can be used on buses, trains, taxis, for shopping and dining, and also topped up at all ez-link card channels. It is also designed to be able to hang off mobile phones and keychains.

EZ-Link chief executive officer Nicholas Lee said: “EZ-link chose to partner Perx for their innovative yet simple way to delight new customers and retain loyal customers. As Perx has established the premiere mobile loyalty platform in Singapore with the widest network of merchants and partners, partnering with Perx will enable us to leverage their technology and expertise in the mobile loyalty and marketing space.”

EZ-Link has also been working closely with the Infocomm Development Authority to pioneer the use of mobile phones with an ez-link virtual card into near field communication-enabled phones, so that they can be accepted for public transport use.

Mr Eduardo Saverin, chairman of Maiplay, which owns Perx, said at the launch yesterday: “For a smart nation, you want to create productivity and one of the ways to do this is for you to know everyone is, so that you can serve them better. You will know the frequency, you will know why they come back, you know what they like or dislike. (Perx) acts as a platform to survey them and get to know them better. This makes this a lot more than a loyalty programme... it’s a platform for (merchants) to get to know and engage your customers.”

EZ-Link, however, said it will only use the data to communicate information on rewards and benefits to their cardholders.

Perx can be downloaded now on Apple’s app store and Google Play. The EZ-Link Hello Kitty charms, available in four designs, are S$24,90 each and will be made available progressively at selected 7-Eleven outlets from the end of next month.