All Nippon Airways and Internet shopping site operator Rakuten Inc. told Kyodo News that they have reached an agreement under which mileage earned in ANA’s Mileage Club program and points earned by shopping at Rakuten’s mall can be exchanged.
ANA President Yoji Ohashi and Rakuten President Hiroshi Mikitani said in a joint news conference that the mileage-point exchange arrangements will be implemented July 1.
During the first three months, Mileage Club members can trade 10,000 miles for 10,000 Rakuten points, which can be used to buy up to Yen10,000 worth of goods on the Web mall called “Rakuten Ichiba.” The swap is available for the first 10,000 members who apply for it.
The airline will decide how to manage the exchange program after seeing how customers respond.
Rakuten shoppers can exchange their shopping points for ANA miles at a rate of 100 points for 50 miles, or Yen200 a mile.
Since shoppers on the Web site are primarily women across a broad age range, ANA officials believe the agreement will give it a chance to reach more air travelers, as many of its passengers are male business travelers.
For Rakuten, the mileage-point exchange arrangement is expected to add value to its shopping point services, Kyodo said.