Annual Report 2019

BIGLIFE BIG Loyalty, launched at the end of 2010, is a loyalty programme managed by BIGLIFE. Initially an airline loyalty programme for AirAsia, BIG Loyalty has grown into a comprehensive lifestyle platform with over 300 partners across travel, lifestyle and financial services categories. 2019 was a year of innovation as BIGLIFE embarked on a journey to enhance its technology platform to support further growth, especially in the lifestyle segment. A key milestone was the enhancement of its BIG Xchange platform (a points conversion platform where members can convert their other loyalty points into BIG Points instantly) to include lifestyle partners. PETRONAS Mesra in Malaysia was the pioneer lifestyle partner in this programme, followed by TrueYou in Thailand. BIGLIFE also further strengthened its lifestyle and financial pillars by enabling BIG Members to earn and redeem BIG Points through a greater variety of brands including ZALORA, Samsung Pay, Ismaya Group (Indonesia) and most major banks in the region. Through such initiatives, BIG Points is rapidly evolving to become a universal digital currency for everyone. As the value of the programme increases, so does its membership. Just in 2019, the number of BIG Members grew by 14% to 25.2 million while the number of BIG Points issued and redeemed increased by 47% and 95% respectively. These translated into close to 79% year-on-year growth in revenue. Its stellar performance gained BIG Loyalty notable industry recognition when it received three awards last year: the Loyalty Programme of the Year at The Mega Awards 2019, as well as Best in eCommerce: Classified/P2P and Best in eCommerce (eRetailer): Lifestyle & Travel, both won at the Marketing Asia eCommerce Awards 2019. As BIG Loyalty enters its 10 th year, the team will continue to invest in new capabilities and innovation to reward BIG Members at every step of their lives. In 2020, BIGLIFE hopes to develop BIG Points into the most desired digital currency in the region, while positioning BIG Xchange as a universal points exchange hub for any loyalty points. The goal, ultimately, is to strengthen BIG Loyalty to become one of the world’s most valuable loyalty marketing companies. Watch out for more BIG things coming your way! AIRASIA GROUP BERHAD ANNUAL REPORT 2019 109 BUSINESS REVIEW