East Japan Railway Launches Online Banking Service
East Japan Railway Co. (JR East) is launching an online banking service called JRE Bank on May 9, 2023, in partnership with Rakuten Bank Ltd. The service aims to attract customers with reward points and discount coupons, as passenger numbers are expected to remain stagnant following the COVID-19 pandemic.
JR East President Yoichi Kise stated that the company aims to utilize JRE Bank as a key tool to increase customer engagement and create a "sphere of life centered around the JRE Point," referring to the group's loyalty program.
Up to 10 coupons per year for a 40% discount on JR East tickets: These coupons can be used for travel on the Tohoku and Joetsu Shinkansen lines if purchased on the JR East EkiNet website.
Customers who have their salaries deposited at JRE Bank or transfer funds to another bank will receive points.
Customers aged 20 or older can earn points by using the debit card for purchases.
JRE Points can be used at affiliated stores, both online and in physical locations, and can also be kept on the JR East Suica transportation IC card for payments.
JR East plans to utilize JRE Bank customer data to expand its business and diversify its revenue streams beyond railway operations. The company hopes to secure 1 million accounts for the new service.