Falabella rebrands loyalty program as Fpuntos

Falabella announced it will rename its loyalty program in Chile from CMR Puntos to Fpuntos starting Monday, 14 September. The overhaul introduces new accumulation options and aims to simplify the redemption process.

Under the new format, each Fpunto will be worth $1 at redemption. The system includes four customer tiers: Standard, Classic, Premium, and Elite. Customers with CMR Premium will be able to double their point accumulation, while CMR Elite members can triple it. The highest accumulation levels will reach multipliers of up to five times.

The program will allow redemptions across Falabella group businesses and more than 100 partner merchants. Alejandro González Dale, CEO of Grupo Falabella, stated that Fpuntos strengthens the company strategy to focus on its business ecosystem by connecting benefits, experiences, and rewards.

Andrea González, corporate loyalty manager at Grupo Falabella, noted that the loyalty program currently has 12 million customers in Chile, representing an increase of 65% over the past five years. The change applies specifically to Chile, and the company has not confirmed whether Fpuntos will expand to Peru.