CapitaLand Integrated Commercial Trust - Annual Report 2021

spend back to our platforms and properties. Riding on the Buy Now Pay Later (BNPL) trend, CapitaStar has partnered with industry leader, Atome for cross-member acquisition opportunities as well as the integration of Atome as a payment method on eCapitaMall to drive further sales conversions. Other complementary key partners include Grab, SP Group, PAssion, Syfe, BlueSG and more. Wider Acceptance and Robust Sales for CapitaVoucher A key feature on CapitaStar is allowing hassle-free digital payments using eCapitaVoucher, where members can purchase, gift and use eCapitaVouchers seamlessly at over 2,800 retailers. In 2021, CapitaVoucher and eCapitaVoucher sales hit a record high of more than $102 million, surpassing pre- COVID sales by 7% and achieving a 15% growth Y-O-Y. eCapitaVoucher is an increasingly popular gifting and digital payment option, making it an important growth lever for CapitaStar. In 2021, the sales and usage of eCapitaVoucher(s) rose by 128% and 163% respectively, in comparison to 2020. The encouraging results showcased a wider market acceptance of eCapitaVoucher as an omnichannel digital wallet payment mode across our properties and digital platforms, further reinforcing our value proposition to retailers with contactless payment means. Powering Omnichannel Retail to Support Tenants through Challenging Times eCapitaMall and Capita3Eats have seen a 178% uplift in GMV compared to 2020. Major campaigns such as “CapitaStar LIVE 24/7” drove more than four times sales growth Y-O-Y on the twin platforms while the acceptance of eCapitaVoucher on both platforms has also contributed positively towards the sales of our onboarded retailers. Leveraging omnichannel strategies, we are committed to support tenants in their drive for sales during challenging times. CapitaStar 10 th Anniversary 2021 also marked CapitaStar’s major milestone in powering 10 years of loyalty and rewards. An island- wide campaign was launched with a suite of exciting rewards from October to December 2021 to drive sales conversions across our digital platforms and shopper traffic to our properties. This included the launch of the Jolly Molly Rewards with CapitaStar in November 2021 – a new gamification module on the CapitaStar App, with the aim of driving shopper engagement. The gamification module was a success, with our monthly mobile active rate almost hitting 60%and participating members contributing to a 11% uplift in GTO captured within the same period compared to 2020. CapitaStar Live 24/7 CapitaStar Live 24/7, CapitaStar’s branded shoppertainment live show, is an interactive offline to online shopping event that was formulated to push the boundaries of retail with innovative offerings and to extend the omnichannel social commerce experience of shopping in CapitaLand malls through CapitaStar, eCapitaMall and Capita3Eats. The 2021 CapitaStar LIVE 24/7 edition incorporated the #HelloIAm contest finale where aspiring content creators were mentored by industry-leading social media influencers, Christabel Chua, Aiken Chia and Tyen Rasif, competing for a chance to be CapitaStar’s next social media ambassador. The shoppertainment show recorded positive results with more than 790,000 views and 350,000 engagements across our social channels which led to a strong 350% uplift in Y-o-Y sales conversion across our platforms. CapitaStar’s branded shoppertainment live show, CapitaStar Live 24/7 Capita3Eats Retailer “Partnering with Capita3Eats has helped us to reach out to a wider customer segment, which could have been previously untapped. With contactless delivery, residents may also enjoy the safety and convenience of havingour food in the comforts of their homes.We look forward to working closely with CapitaLand.” Fiona Chin Assistant Manager, Marketing & Communications, Dian Xiao Er eCapitaMall Retailer “In an untimely period of the pandemic and revamping our webstore, eCapitamall provided The Brick Shop (TBS) an opportune avenue to grow our online presence when online sales was and is especially vital. In addition, round-the-clock support from the dedicated Digital Platforms’ team has helped TBS to grow our online sales.” Eric Ho Managing Director, The Brick Shop CapitaLand Integrated Commercial Trust 146 Stakeholders and Communities