Making Every Good Count

Plus! rebrands to Link Rewards Programme and strengthens offerings beyond groceries

Published on
14 April 2022

The rewards programme under FairPrice Group has over 2.4 million Link Rewards members on board

SINGAPORE, 14 April 2022 – NTUC Link today has officially rebranded its Plus! Rewards Programme to Link Rewards Programme. Members of the public can expect to see the Link Rewards Programme brand reflected on digital channels and its website, and will be eventually rolled out in physical spaces as well. This is part of the latest evolution of the well-established rewards programme which kicked off last August with the issuance of its well-loved “Linkpoints” currency across more channels such as FairPrice online and the FairPrice app, from the first dollar spent.

This rebrand is part of its commitment to providing an “Always Rewarding” experience for members; and is accompanied by a concerted expansion of its partner network to provide members with a wider choice and greater benefits.

Growing beyond groceries 

Based on a recent study with 1,000 Link Rewards members, an overwhelming majority of members (95 per cent) mainly utilise their membership when shopping for groceries at FairPrice supermarkets and hypermarkets. The survey findings also suggested that 38 per cent of the members do not hold any other membership with rewards programmes.

To help members stretch their dollar, NTUC Link will further strengthen the offerings in its partnership list. Link Rewards Programme has a wide range of partner organisations covering everyday essentials, retail, lifestyle, financial institutions and food and beverages (F&B). Members can easily earn Linkpoints or redeem rewards at partner organisations, with prominent examples such as Income, KrisFlyer, Lenskart, Kappa, Kenko Wellness, and even Decathlon and Zalora (Link online mall) as they go about their daily lives. The expansion of merchant partners would include more brands that members already regularly patronise, giving them more opportunities to both earn and use their Linkpoints. 

In the same survey, most members have also indicated that they would like to earn Linkpoints on food and beverages purchases (84%) and dine-in purchases (75%). Link Rewards Programme recognises that F&B is a high priority for members, and the programme’s increased merchant options reflect that. Highly engaged members can soon earn rewards at a wide variety of F&B outlets, including popular food offerings such as Gongcha, Crave, Ya Lor, Pezzo and Cat & the Fiddle.

With the easing of travel, members are also looking to expand their journeys overseas, with 44% interested in earning rewards in this sector. 67% of respondents who enjoy retail and lifestyle purchases indicated that they are looking for greater savings through the Link Rewards Programme. Thus, members who are also heavy grocery shoppers can look forward to more rewards in these categories with brands such as H2Hub, Toy or Game, kkday and BlueSG. 

Mr Alvin Neo, Chief Customer Marketing Officer, FairPrice Group and also Managing Director, NTUC Link, said, “The Plus! Rewards Programme was created to help Singaporeans stretch their dollar on their daily expenditure, and we are proud to have been able to make daily life more rewarding for all our members. With the refreshed Link Rewards Programme, we will continue to provide the best for our members, diversifying our offerings and providing members with reward options beyond groceries.” 

Celebrating Link Rewards 

Link Rewards Programme will also be launching a lucky draw and three new deals in the aspects of F&B, lifestyle and retail to celebrate this rebranding with its members:

  • From 28 April to 25 May, members can participate in Always Rewarding Lucky Draw. With every dollar spent, members stand to win 1,888,800 Linkpoints (worth $18,888) and other lifestyle prizes.
  • From 27 April to 11 May, 1,000 members will be able to purchase an exclusive, limited edition Texas Chicken Sambal Together set, and also get a bonus 200 Linkpoints (worth $2) as a discount. There will also be mystery boxes giving away up to 5,000 Linkpoints (worth $50) for members to be part of the celebrations. 
  • From 1 May to 31 December, there will be bonus Linkpoints to be earned when members shop with Link online mall.
  • From 4 May, Link Rewards will be releasing limited sets of PlayStation 5 for pre-order, in collaboration with Toy or Game (TOG). 

NTUC Link will continue to stay relevant to members’ needs by working with potential partner organisations to provide a wider range of integrated offerings. Please visit for more information.


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