6 CPG Loyalty Programs That Wowed Customers In Indonesia

Imagine when your brand’s network of distributing partners and customers is sprawled across 6,000+ islands! Reaching out to them isn’t exactly a walk in the park. And now imagine the challenge for CPG brand marketers in Indonesia—navigating through a fragmented landscape while ensuring that their marketing strategies not only reach but also resonate with consumers and partners, ultimately driving revenue.

In 2025, Indonesia’s digital landscape is evolving faster than ever. With a booming e-commerce sector worth over $90 billion, and more than 80% internet penetration, the lines between online and offline purchases are blurring. Social media, mobile-first experiences, and WhatsApp commerce have transformed the way Indonesians interact with CPG brands. What once was a market dominated by mom-and-pop retailers has now become a strategic playground for brands that understand the dual importance of nurturing customer loyalty and distributor partnerships.

Consumers today expect rewards on the go, personalized offers, and experiences that go beyond simple point redemption. And for CPG marketers, loyalty programs have emerged as the key to unlocking both consumer love and partner engagement.

In our previous blog, we explored how CPG loyalty is no longer just a nice-to-have but a strategic must-have. Now, let’s dive into the loyalty programs that are turning heads in Indonesia in 2025, both for D2C customers and B2B distributors.

1. Nestle Indonesia

Nestlé has built multiple parent-focused loyalty programs that are both informative and rewarding. For instance, the Gro Happy Club rewards parents for purchasing Lactogrow, a nutrient-rich toddler formula. Through the Grow Happy website, customers earn 250 welcome points and accumulate more through frequent purchases. Points can be redeemed for gifts, including children’s toys and vouchers. The platform also offers parenting content and tools.

Another successful program is the DANCOW Parenting Rewards, where parents can redeem points via a microsite or WhatsApp by submitting codes from DANCOW products. Rewards range from home appliances to free pediatrician consultations.

In 2025, these platforms will have expanded to include AI-driven parenting journeys and reminder alerts for product refills, keeping customers engaged and informed.

2. Frisian Flag

Frisian Flag, a heritage dairy brand in Indonesia, combines entertainment, sustainability, and engagement. The Primagro Points Mothers and Toddlers program continues to reward mothers for consistent purchases. Its revamped portal now supports WhatsApp-based claims and dynamic tiering.

The brand still connects with different age groups through gamified experiences, including digital comics and recipe contests. Sustainability also plays a key role, with dedicated content about ethical dairy farming and carbon-neutral packaging.

3. Indofood

Indofood has tapped into gamification to drive product trials and engagement. The launch of chicken-flavored Pop Mie involved simple mobile games with vouchers as prizes—shared across social media to boost virality.

The brand also runs a B2B loyalty program called Grow Together, designed for SME partners. With three tiers—silver, gold, and platinum—the program offers health insurance, banking assistance, exclusive promotions, and halal certification support.

In 2025, the Grow Together program includes an upgraded dashboard for partners to track performance, earn bonuses, and access micro-financing options.

4. Wardah Beauty

Wardah is more than just a beauty brand—it’s a community for women. The Wardah Womenpreneur Community, a B2B loyalty program, supports resellers with up to 18% discounts, free delivery, and points for purchases and sales targets. Points can be redeemed for vouchers and household rewards, and there’s an annual raffle for top performers.

With the rise of halal-conscious beauty buyers, Wardah has also amped up its D2C loyalty program through its e-commerce app. Customers now earn points that can be redeemed instantly at checkout, with recommendations powered by AI and skin-type quizzes. Campaigns like ‘Beauty Moves You’ now feature sustainable beauty products, gaining traction on TikTok and Instagram.

5. Coca-Cola

To maintain its network of over 400,000 sellers, Coca-Cola launched Klik Toko, a B2B loyalty app. Sellers earn points on every purchase, which can be redeemed within the app. The platform was a lifeline during COVID and has evolved since then.

In 2025, Klik Toko includes features like predictive restocking suggestions, personalized promotions, and news updates. The app has become a data hub, helping Coca-Cola optimize inventory distribution and partner relationships in real time.

6. Nutricia

Nutricia’s MyNutriclub loyalty program blends healthcare and engagement. Customers earn points for purchasing Nutrilon and gain access to exclusive services such as consultations with pediatric experts, parenting webinars, and videos.

In 2025, MyNutriclub has expanded into a smart parenting hub. With AI-driven content feeds, allergy risk calculators, and nutrition trackers, the platform empowers parents to make informed choices while staying loyal to the brand.

The Road Ahead

As we see, brands that tailor their loyalty strategies for both customers and partners are seeing greater brand stickiness, repeat sales, and market penetration. Whether it’s through gamified mobile campaigns or AI-led recommendations, these CPG players are redefining loyalty in Indonesia’s unique market.

Capillary’s Loyalty+ platform has evolved with the times—now offering real-time partner engagement, AI segmentation, and WhatsApp-first claim flows.

Ready to win across Indonesia’s 6,000 islands?
Let’s talk and help you power your brand’s loyalty journey in 2025 and beyond.

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With a knack for creating engaging content and crafting effective social media campaigns, Anjali wants to make it her mission to leverage the power of content as a strategic marketing tool for businesses. While she is not working, she is either binging movies or writing about them on her blog.