Editor’s note, May 2026: This article was first published in October 2023. We reviewed it in May 2026 to check current links, program references and examples of loyalty in Japan.

I’m in Japan now and I feel I’m in “loyalty Disneyland”. Loyalty in Japan is everywhere. Every store has a loyalty program. And when I say every store, I mean EVERY store!

Every shopping centre, fashion retailer, pharmacy, convenience store, supermarket and petrol station I’ve walked into has one. Add railways, parking lots, butchers, fish shops, dry cleaners and restaurants. You name it.

Some use their own program, while others use a shopping centre program, coalition or payment service. Either way, businesses reward customers for purchases. There is also plenty of double dipping. Payment services often have their own loyalty programs too.

Es fantástico. Sin falta, al pagar te preguntarán si tienes una tarjeta perforada, una tarjeta de socio, una tarjeta de puntos, un pase o un vale regalo de algún tipo. 

There is a lot of choice, and companies focus on quality over quantity. Attention to detail makes products thoughtfully convenient, or pretty. Customer service is deeply rooted in tradition. Customers are spoiled and expect a lot. This makes a very competitive market.

Es comprensible que los programas de fidelización sean frecuentes. Parece que una empresa debe tener un programa o una oferta porque todo el mundo lo tiene. Sin embargo, las empresas se centran en el valor y la diferenciación, y la creatividad es notable. 

He aquí algunas cosas interesantes que he encontrado. 

JR East and JRE POINT

JR East operates the railway network across eastern Japan, including Tokyo. The company also runs JRE POINT, a major coalition-style points program. Members can earn and use points through rail, Suica payments, station buildings and partner services.

JRE POINT links with Suica, JR East’s widely used transport and payment card.
Members can earn points through registered Suica use, rail travel, shopping and online purchases.
They can use points for Suica charges, shopping, ticket options and selected partner services.

The company uses advertising space at train stations and on trains quite well. Passengers can easily learn about the latest campaigns. Bonus points, new partners and ways to earn or use points appear everywhere. They know how to communicate with Suica cardholders.

Beyond outdoor advertising at stations and on trains, JR East uses every possible touchpoint. QR codes appear near POS terminals where Suica is accepted. They also appear on ticket machines, T-shirts and lanyards worn by some railway workers.

The piece that most excited me was their manga book, which I found in a Green Car.
The manga follows a girl who receives a Suica card and learns how to earn points. A point character takes her on a journey through earning, redeeming and family transfers. It also shows how the JR East network supports the program.

Loyalty in Japan can still be delightfully low-tech

パティスリーストラスブール Pâtisserie Estrasburgo

Pâtisserie Strasbourg is a cake shop group based around Yokohama and Kanagawa. In October 2023, it used Halloween to create a simple punch card called “Halloween stamp rally”.

For every ¥500 spent, customers received a stamp. Depending on the number of stamps collected, participants received Strasbourg products and gift certificates.

The first five stamps earned a ¥300 Strasbourg voucher. The next five earned a baked sweets set. Further rewards included a shopping eco-bag and a final ¥1,000 gift certificate.

There were only 5,000 stamp cards, though. Customers could also say “trick or treat” in store to receive a free Madeleine.

This program was well thought through. It was fun, and it encouraged weekly purchases through incremental incentives. The rewards looked cost-effective, and redemption required extra shop visits.

Surprise and delight on the street

ラーメン Tienda de ramen

Near Shimbashi Station in Tokyo, I came across a unique ramen shop. Salarymen gather there after work, and the area has dozens of eateries. At night, one enthusiastic staff member spruiked the offer of the day. He held a menu in one hand and a deck of cards in the other. “For all our dear customers, today we have ten special ramens. Draw a card. If you pick the ace of hearts, ramen is in the house!”

Pedestrians just stopped. Some were a bit tipsy, and groups of people were having fun. The staff member gave them the menu and shuffled the cards while they read. Once they chose and ordered the ramen, they could pick a card. I didn’t see anyone win, but everyone who stopped played the game. There were laughs, plenty of teasing and a lot of ramen served.

Although it was not a loyalty program, it was the best shop to stop by on the street.

It’s been fun being in Japan and seeing how they do loyalty programs. Loyalty in Japan offers a lot to learn. Arigatou.

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