Nordics largest railroad company wants customers to unsubscribe to plastic cards

SJ is the largest railroad company and the largest online merchant in the Nordics. 85 percent of all travels booked at SJ are done online and the bookings via the app is showing tremendous growth.
 SJ prio kort
In a move to reduce the use of plastic cards, SJ is telling their customers to “unsubscribe to” the plastic membership/bonus card. Instead SJ promotes their updated mobile app that includes a virtual bonus card. With the new version of the app, you just click on a symbol with your name and the virtual card and the bonus points is shown. When clicking on the “show code” on the mobile card, a code is shown that can be used for collecting or using points in the bistro onboard the trains.
I think this is an excellent move by SJ, both cost- and marketing wise, and I believe this move also will give SJ more loyal customers.
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