POINTX, the points management app offering easy redemption and everyday point usage, under SCBX Group, has revealed a clear shift in modern consumer behavior, from traditionally “saving points for a big reward” to “using points to help pay for everyday expenses.” This reflects how consumers are increasingly incorporating accumulated points into their everyday spending. In response, POINTX continues to enhance the point usage experience under the concept of “Make Every Point Count,” transforming accumulated points into Everyday Value and making every point easier to use, anywhere and anytime.
Mr. Krittee Manoleehagul, CEO of PointX Company Limited, said, “Consumers today are no longer waiting to accumulate a large number of points before redeeming them. Instead, they are asking, ‘What can I use my existing points for when I need them?’ The challenge is to make the points people already have genuinely valuable and usable at the moment they need them. POINTX is therefore enhancing the point usage experience under the concept of ‘Make Every Point Count,’ transforming accumulated points into ‘Everyday Value’ that can be used more easily for everyday spending and lifestyle needs.”
Four Key Consumer Insights: Turning Accumulated Points into Everyday Value
Data from the POINTX application reveals four key shifts in consumer behavior:
1) More Frequent Point Usage – Users are returning to use their points more frequently, increasingly incorporating them into everyday spending without having to wait for special occasions or promotions. Meanwhile, the convenience of redeeming points through the SCB EASY app makes points easier to access and use more often.
Point redemption frequency (Transaction Frequency) increased across several usage methods compared with the previous year, including:
- Scan & Pay: QR code payments increased by12%.
- Paywise: Online shopping via SCB EASY mobile banking increased by10%.
- Credit card expense reduction, through both cashback and credit card bill payments, increased by8%.
2) Using Smaller Amounts of Points – Rather than waiting to accumulate a large balance, users are increasingly recognizing the value of every point they have. Even a small number of points can help cover everyday expenses.
3) Repeated Point Usage Across Everyday Journeys – Users are increasingly returning to redeem points within categories or for activities that match their personal interests. This reflects how point usage is becoming part of consumers’ regular activities and routines.
This trend is reflected in a 32% increase in the number of point redemption transactions (Burn Transaction) compared with 2025. The three usage methods recording the highest growth in transaction volume were:
- Paywise: Online shopping via SCB EASY mobile banking increased by 53%.
- Credit card expense reduction, through both cashback and credit card bill payments, increased by 31%.
- Airline mile or point conversion increased by 27%.
4) Consolidating Points from Multiple Sources for Easier Use – Users are increasingly recognizing the importance of bringing points from different sources together. This allows previously fragmented points to be used more conveniently and creates more opportunities to put existing points to work in everyday life.
Driving “Make Every Point Count” Through Three Strategic Pillars
To bring the concept of “Make Every Point Count” to life and deliver a seamless experience, POINTX has established three key strategic pillars to drive its business forward:
- EXPAND – Expanding Point Earning and Redemption Options: Expanding its network and partnerships to provide more sources of points and more ways to use them across everyday lifestyles, including dining, shopping, travel, and reducing everyday expenses. This is supported by a variety of accessible and easy-to-use features and services.
- SIMPLIFY– Making Points Easier to Use: Removing minimum redemption requirements while reducing steps and usage restrictions. Nearly all POINTX features allow users to redeem points with no minimum requirement, enabling them to put even small point balances toward everyday expenses instantly. POINTX is also expanding accessibility through POINTX Lite service on the SCB EASY app.
- INTEGRATE – Connecting Points with Everyday Journeys:Integrating points into real-life spending moments through features and services that make point usage part of everyday transactions. These include Scan & Pay, which allows users to redeem points toward payments at merchants accepting eligible corporate QR codes; and Paywise, which enables users to redeem points for purchases on leading food delivery and e-commerce platforms via SCB EASY mobile banking.
“We believe the true value of points lies not in how many points people accumulate, but in their ability to put those points to use anytime, anywhere, and in every point. POINTX is committed to continuous development to break down traditional limitations and transform every accumulated point into meaningful value that people can experience and enjoy every day,” Mr. Krittee concluded.
