News
New strategy for EZ-Link to expand reach in retail sector
EZ-Link is planning to capture a bigger share of the estimated S$38 billion card-based transaction market by expanding its reach in the retail sector.
EZ-Link currently has five million cards in circulation, with about 5,000 point-of-sale locations. It plans to triple that number to 15,000 by the end of next year.
PaymentLink – EZ-Link's partner for non-transit payment services – has partnered the Dairy Farm Group, which operates Giant and Shop 'n Save outlets among others, to give consumers an incentive to use their cards.
The group's other outlets include Cold Storage, Jasons and Guardian Pharmacy.
Jeremy Tan, group managing director, PaymentLink, said: "When registered EZ-Link concession card-holders spend on non-transits, they will be able to accumulate points. They can use these points for discounts and promotions with our anchor partner."
Besides EZ-Link, Singapore's other smart card provider NETS is also working on expansion plans.
NETS currently has 56,000 payment points and said it will continue to tap into a wider pool of consumers, focusing on quick service retail and food outlets.