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Singapore Airlines And Dairy Farm Singapore Launch Miles And Points Conversion Partnership

21 January 2015 (Joint Release With Dairy Farm Singapore) - Singapore Airlines and Dairy Farm Singapore today announced a first for frequent flyers as well as shoppers in Singapore, enabling members of KrisFlyer and TapForMore, through PAssion Card, to convert their miles and points between the two loyalty programmes, bringing them even more benefits in the air and on the ground.


The new conversion capability enables KrisFlyer members to redeem their miles for TapForMore points to enjoy instant cash rebates when they shop at over 270 supermarkets and stores such as Cold Storage, Jasons, Market Place, Giant and Guardian with their PAssion Card.


TapForMore members can also redeem their TapForMore points for KrisFlyer miles, which can be used for flight upgrades, or for award flights on over 30 airlines including Singapore Airlines and SilkAir. KrisFlyer miles can also be combined with cash to pay for Singapore Airlines and SilkAir tickets on


The new conversion innovation, which is exclusive to the two loyalty programmes, will be made available to members from 21 January.


“We are thrilled to launch our first KrisFlyer partnership that offers members the option to redeem miles for non-flight products in Singapore, while also offering KrisFlyer and TapForMore members the opportunity to convert points to miles for air tickets or flight upgrades. We are constantly seeking to enhance our KrisFlyer programme to ensure that it provides more benefits to our members, and through this partnership they can now enjoy even more ways to earn and redeem miles on the ground and in the air,” said Singapore Airlines’ Senior Vice President Marketing Planning, Ms Lee Wen Fen.


“Today, Dairy Farm Singapore’s TapForMore programme with the PAssion Card has already achieved a membership base of over 1.6 million. We are delighted to be KrisFlyer’s first exclusive retail partner to offer everyday lifestyle benefits to more members across both loyalty programmes. We see this unique partnership as the start of more synergistic opportunities we hope to tap on in the future and we are confident that the take up rate by members will be very encouraging,” added Mr Lester Quah, Director, Retail Development, Dairy Farm Singapore group.


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