Malaysia-based loyalty and cashback platform Fave has announced a partnership with Google Pay, the US-based tech giant Google’s digital payments app that supports online and in-store purchases.

Through the partnership with Fave, users of Google Pay can now scan any FavePay SGQR, and earn up to 20 percent cashback across 15,000 F&B outlets and retailers which include Subway, Food Republic, Food Junction, BreadTalk, Puma, and more, the company said in a statement on Wednesday.

The partnership reinforces the alignment between Fave’s and Google Pay’s visions in providing a seamless mode of payment while rewarding a new generation of savvy consumers in their day-to-day transactions, Fave said.

Merchants will now be able to connect with Google Pay users via the FavePay SGQR and will be able to extend their loyalty cashback to more customers, reconcile them under one FaveBiz platform along with Fave, DBS PayLah!, and Singtel Dash’s digital payment platforms.

“Partnering with Google Pay is one more step for us in making every digital transaction rewarding, allowing customers to use their choice of payment app and to stack up rewards,” Fave Singapore and Malaysia Managing Director Ng Aik-Phong said. “As for our merchants, this partnership helps them capture new businesses while retaining customers as we brave through the uncertainties of the retail landscape together.”

Based on Fave’s data, merchant cashback loyalty has been proven to deliver a positive return on investment.

On average, for every S$1 ($0.74) issued in cashback, customers return and spend S$9 ($6.66) again at the same merchant, increasing the customer retention rate and average order value.

“Our partnership with Fave extends our support for local businesses by enabling Fave merchants to reward their loyal customers and attract new customers. Google Pay users on Android and iOS can now pay Fave merchants directly through the app using PayNow and receive additional rewards,” Patrick Teo, Director of Engineering for Google Pay shared.

Google Pay is currently available in 40 countries. Users can link their bank accounts to the Google Pay app and pay directly from their bank account. Users can also add a credit or debit card to their Google Pay app, which will enable their card for contactless purchases.

The partnership with Google Pay adds to Fave’s growing network of partners, including DBS PayLah! and Singtel Dash. Fave said it has helped customers “save” over $400 million to date through Fave’s loyalty program and other offerings.

Fave said it is set to onboard more digital payment partners and e-commerce platforms to provide integrated value-added services to merchants and customers, as it strives to become the region’s smart payment app of choice for consumers to save and have flexible payment options.

Fave has recently introduced its “Buy Now Pay Later” interest-free payment installment option allowing consumers to earn cashback at the same time.

In April 2021, Fave was acquired by Indian FinTech unicorn, Pine Labs, to accelerate joint global expansion.

Fave offers ‘Buy Now, Pay Later’ service in Singapore and Malaysia