Atome rolls out loyalty programme, sees 11k users during soft launch

Buy now pay later brand Atome has launched an in-app loyalty rewards programme in Singapore. Also known as "Atome+", the programme allows shoppers to earn points for purchases made using Atome across online and offline retailers in Singapore. 

Rainal Lu, Atome's head of growth, told MARKETING-INTERACTIVE that the loyalty programme is a natural extension of the brand as a lifestyle platform, and widens possibilities with potential partners. About three million worth of loyalty points have been redeemed by over 11,000 users during the soft launch and Lu described this statistic to be "very encouraging". Atome shoppers can earn one Atome+ point for every SG$1 spent, and can use the points to redeem against further purchases at selected merchants, including LEGO, Kinohimitsu, Pedro and Melissa, or to offset future transactions.

To celebrate the launch of Atome+ in Singapore, shoppers will receive up to three times more Atome+ points until 12 September 2021. Existing Atome users can also earn an additional 1,000 points for every successful referral until 30 September 2021. The loyalty programme will be progressively rolled out to Malaysia and Hong Kong in the coming months.

Trasy Lou Walsh, GM of Atome Singapore and Malaysia, said that the programme has been very well-received by Atome users since its soft launch as it enhances the shopping experience for its customers as well as its merchant partners. "In future, shoppers can be further rewarded with Atome+ points for actions like making on-time payments and also have the ability to redeem points for curated lifestyle experiences even as they shop better, smarter and more responsibly," she added.

Headquartered in Singapore, Atome launched its buy now, pay later service in Singapore in December 2019. For consumers, Atome offers choice, convenience, and flexibility in how they choose to shop and pay with three equal payments over time, with zero interest, annual or service fees. Over the last 12 months, Atome has expanded into other key markets such as Malaysia, Indonesia, Hong Kong, and mainland China. It is currently available as a point-of-sale payment checkout option across 5,000 online and offline retailers such as ZALORA, Sephora, Agoda, SHEIN, and Charles & Keith.

Recently, Atome appointed former entrepreneur Poompong Tancharoenphol to lead its operations in Thailand, which will be officially launched in the fourth quarter of this year. Tabcharoenphol said that his immediate focus will be building the brand's local partnership, HR, marketing, and operations team to better support its merchant partnerships and enable their success. 

Meanwhile as part of its shoppertainment campaign earlier this year, Atome worked with VaynerMedia Asia Pacific to form a new music group comprising a litter of kittens named the Atome Kittens. Alongside the group's debut was a new single titled "Let's Get It, Get It", aimed to drum up hype for the Atome Get It Week which ran from 11 to 20 June 2021 in Malaysia, Indonesia, and Hong Kong.

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