Central The 1 Credit Card Boosts Spending 7% With New Points Feature
Central The 1 credit card introduced T1 Dynamic Points, a rewards feature offering bonus points on participating brands, driving 7% spending growth and nearly doubling market share since launch. The card is expanding partnerships across Cen
Central The 1 credit card is pushing deeper into the co-branded credit card market, building on recent success by rolling out the T1 Dynamic Points feature, which offers enhanced point accumulation on popular lifestyle products and services across Central group retailers. The campaign gives cardholders greater flexibility in earning rewards while encouraging higher spending frequency and positioning the card as a daily essential payment method, with a target of 7% spending growth reaching 140 billion baht by the end of 2024.
Cheewin Prachayanuparp, managing director of General Card Services Limited, which operates the Central The 1 credit card, said: "Central The 1 aims to develop benefits that align with evolving consumer needs. Our analysis of cardholder spending behaviour shows members value practical, high-value benefits that suit their lifestyle and keep pace with market trends." Following the card's redesign with rewards of up to 4 times The 1 points and discounts up to 10% across Central businesses, the new T1 Dynamic Points feature—offering bonus points on the 15th of each month for participating brands and categories—has been well received.
Market share reached 5.8% in June 2024, nearly double the 2017 figure when the card first launched. By August 2024, the card had processed 89.5 billion baht in spending (up 7% year-on-year) with 59,000 new accounts (up 8% year-on-year). The T1 Dynamic Points benefit has driven sharp spending growth—for example, a promotional period offering 20 times bonus points on luxury brands at Luxe Galerie Chidlom on 15 July 2024 delivered 760% spending growth, while a May 2024 campaign achieved a 1,400% increase.
In response to this success, Central The 1 is expanding its partnership with Central Group and The 1, Thailand's leading loyalty platform, to enhance benefits further. Plans include widening T1 Dynamic Points coverage to more categories and retailers across Central Pattana, Central Restaurants Group, and other Central businesses, plus additional campaign rounds scheduled strategically throughout the year. The latest promotion on 15 September 2024 offers 15 times bonus points when cardholders spend at participating merchants.
