East Japan Railway Co. is set to introduce an online banking service called JRE Bank in collaboration with Rakuten Bank Ltd., aiming to entice customers with incentives like reward points and discounted coupons. With the prediction that passenger numbers will not return to pre-pandemic levels, the company is strategically diversifying its business by enhancing customer experience and engagement through the use of its loyalty program, JRE Points.
JR East President Yoichi Kise expressed the company's focus on utilizing JRE Bank as a means to create a lifestyle ecosystem centered around JRE Points, foreseeing a future where the banking service becomes an integral part of their customers’ daily lives. The new service, which will be available on May 9, presents an opportunity for customers to open accounts conveniently via a smartphone app or the website, with perks such as discounted train tickets and the ability to earn JRE Points through various banking transactions.
Account holders of JRE Bank will enjoy privileges such as receiving coupons for up to a 40-percent discount on JR East tickets, including those for limited express trains, based on their usage of banking services. Furthermore, customers stand to earn JRE Points by having their salaries deposited in the bank or by making transfers to other accounts, with every JRE Point being equivalent to 1 yen. Additionally, individuals aged 20 and above who make payments with a designated debit card will receive one JRE Point for every 500 yen spent, with the flexibility to store these points on JR East's Suica transportation card for making seamless payments.