How Singapore’s largest mall operator challenges the boundaries of retail transformation amidst the pandemic.
Keeping ahead of the curve, CapitaLand consistently challenges the boundaries of customer engagement and the frontier of retail with its innovative omnichannel campaigns.
Pushing Singapore’s retail transformation with new concepts and brands through CapitaLand’s ecosystem of online-and-offline platforms, coupled with the objectives of rewarding shoppers and driving the malls’ performance, CapitaLand collaborated with Tan Chong International Limited on their biggest giveaway and campaign to date.
In support of tenants during the challenging period and to drive positive consumer sentiments, CapitaLand, in collaboration with Tan Chong International Limited, offered attractive prizes valued at more than S$580,000 in total. In addition, they had also introduced new-to-market brands and concepts to bolster the impact of the pandemic during this critical period – in which the two-pronged approaches had proven to be effective in generating consumer spending, presenting a promising recovery of tenant’s sales performance.
Leveraging on the wider community
The 15-month long campaign had seen shoppers being rewarded with over S$580,000 worth of attractive prizes including a Subaru Impreza 4D 2.0i-S EyeSight, a Nissan Kicks e-POWER crossover, a Subaru XV 2.0i-S EyeSight, a 7-seater Nissan Serena e-POWER, a Subaru FORESTER 2.0i-L EyeSight, The Extraordinary SUV, and a grand draw prize of 100% electric, zero emission Nissan LEAF. An additional 60 shoppers – 10 at each of the six draws – received S$250 worth of eCapitaVouchers each.
Running across all CapitaLand malls including ION Orchard, Jewel Changi Airport, and its digital platforms – was CapitaLand’s biggest campaign to date in terms of the prize value, number of participating malls and platforms. Shoppers received one lucky draw chance for every S$50 spent at any participating CapitaLand malls, and on CapitaLand’s twin digital platforms eCapitaMall and Capita3Eats.
CapitaLand promoted this across 7 owned channels – including the CapitaStar app, digital and static advertising in-mall and in commercial buildings, social media advertising, electronic mailers – as well as advertisements across 4 platforms and 5 media titles.
Results – Benefitting Tenants and Satisfying Shoppers
Designed to complement other strategies in driving the performance of CapitaLand malls during COVID-19, the “Spend and Win Big” campaign not only generated consumer spending, it also boosted confidence in consumers and tenants alike.
Benefitting tenants, shopper traffic at CapitaLand malls rose steadily during the campaign and tenants reported improved sales performance. Through this campaign, eCapitaVoucher sales registered a 135% year-on-year growth and the monthly app traffic on the CapitaStar app hit a record of more than 5.7 million views in December 2021.
Chris Chong, CEO of Retail & Workspace (Singapore & Malaysia), CapitaLand Investment, shares, “We are pleased that the partnership with Tan Chong International Limited is successful and delighted shoppers with the chance to win a car of their dreams. The Spend and Win Big Campaign was our way of showing support and expressing our appreciation to our shoppers and retailers, and we look forward to presenting more buzzworthy and rewarding giveaways at CapitaLand malls.”
“We’re thankful to be a part of the Spend and Win Big campaign as we have seen a growth in footfall in our stores through this period. Generally, the customers are more willing to spend as they will be entitled to enter this lucky draw – in hopes to win a brand new car. Even if they didn’t win the car, many had the opportunity to win cashbacks in the form of eCapitaVoucher. That in itself is also a benefit of shopping in CapitaLand malls,” added David Chong, Director, POP MART South Asia.
Delighting shoppers, the final prize presentation ceremony of the “Spend and Win Big” campaign was held on 21 February 2022 at the Nissan showroom. The grand prize of the campaign presented at the event was the 100% electric, zero emission Nissan LEAF – a full electric vehicle in alignment with CapitaLand’s commitment to sustainability.
Law Choon Keong, Spend and Win Big Grand Prize Winner, said: “My favourite CapitaLand mall is definitely Plaza Singapura because it is one of the largest malls in Singapore, plus there is Hai Di Lao! I told all my friends to download the CapitaStar app because of how convenient it is to use and there are so many CapitaLand malls in Singapore so getting rewarded is as easy as a click of a button.”
“I have always used the CapitaStar app like it is second nature whenever I shop at CapitaLand Malls because it is so rewarding! I get rewarded with STAR$ and redeem eCapitaVouchers but would never have expected that I would win a car!” said Chua Lan Ping, Spend and Win Big Draw 3 Winner.
Diyanawati Binte Abdul Malik, Spend and Win Big Draw 4 Winner, added: “Shopping at CapitaLand malls will always be my number one choice, from the endless amounts of rewards you can get from utilising the CapitaStar app to even winning a car! Thank you CapitaLand.”
CapitaLand extends its most sincere gratitude to all customers for their support in making this campaign a success, and looks forward to engaging the public with more rewarding shopping experiences at CapitaLand malls.