The reward points generated from shopping on Tmall.com, a leading business-to-customer online platform owned by Alibaba Group Holding Ltd, can be used at offline stores, said the e-commerce company on Monday.

It is the first time that Tmall.com has included brick-and-mortar stores into its loyalty program as part of its effort to increase user loyalty and boost the company's online-to-offline strategy.

Users of Tmall.com are allowed to exchange their reward points from online shopping to e-vouchers and treat themselves a nice dinner at restaurants such as Xiao Nan Guo Restaurants Holdings Limited.