Thai Consumers Shift to Daily Points Redemption, POINTX Reports
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POINTX, the points-aggregation app under the SCBX group, has revealed a clear shift in how new-generation consumers use loyalty points. Instead of hoarding points for big-ticket rewards, users are increasingly applying them to everyday spending to create daily value.
On October 27, 2026, POINTX CEO Kritthi Manoleekul said consumers now prioritize how available points can be used in the moment rather than waiting to accumulate large balances. The app's "Make Every Point Count" concept aims to turn stored points into everyday value for spending and lifestyle needs.
Usage data from the POINTX app identified four key behavioral changes:
1. More frequent redemptions. Users return to redeem points more often, integrating them into daily spending without waiting for special occasions or promotions. Convenience via the SCB EASY app has made points easier to access and use. Transaction frequency rose across multiple channels: QR code payments increased 12%, online shopping via SCB EASY mobile banking grew 10%, and using points to offset credit card expenses — both cashback and bill payments — rose 8%.
2. Smaller redemption amounts. Consumers are moving away from saving large point balances and instead value "every point they have," using modest amounts to reduce daily expenses. Small point balances now play a bigger role in spending behavior.
3. Repeat usage in familiar categories. Users tend to redeem points repeatedly in categories matching their interests, showing points redemption is becoming routine. Burn transactions grew 32% from 2025. The three fastest-growing redemption types were: online shopping via SCB EASY (up 53%), credit card expense offsets (up 31%), and airline mile or frequent-flyer point conversions (up 27%).
4. Consolidating points from multiple sources. Consumers increasingly combine points from various programs so that scattered balances can be used together, expanding daily utility and overcoming the limitation of individual balances being too small for meaningful rewards.
To advance "Make Every Point Count," POINTX is pursuing three strategic pillars: EXPAND — broadening earning and redemption options by growing its partner network across dining, shopping, travel, and bill payment while adding features; SIMPLIFY — reducing minimum requirements, steps, and restrictions to make points easier to use; and an additional pillar implied by the text focusing on integration and accessibility.
