Page 95 - ar2013

Business
Review
Marketing &
Promotions
wider awareness and more
shoppers are signing up to
enjoy its rewards and benefits.
CAPITASTAR’s mobile application
has also been enhanced to
house mobile games and
participating merchants’
offers to bring more joy and
benefits to its fast-growing
membership base.
CapitaVoucher had a great
year in 2013 that saw sales
grow by approximately 52.5%
year-on-year to S$51.1 million
of committed spending at
CMT’s malls with over 2,000
participating outlets where
CapitaVoucher is widely
accepted. In addition to
existing key partnerships,
CapitaVoucher also collaborated
with the Ministry of Defence
and the Ministry of Home
Affairs to commemorate the
45th Anniversary celebrations
of National Service in which
National Servicemen could
exchange their HomeTeamNS
or SAFRA vouchers for
CapitaVouchers. In addition
to the array of loyalty
programmes, relevant
and interesting portfolio-wide
activities were also implemented
during major festivities, which
we collaborated with strategic
partners to bring more
exciting promotions and
giveaways for our shoppers
during these campaigns.
At the same time, the e-Queue
Management System and
free WiFi were new shopper-
centric initiatives rolled out
as a first step to further
enhance the shopping
experience and provide
greater convenience.
MALL-CENTRED ACTIVITIES
BUGIS JUNCTION
Spring/Summer Fashion
Showcase
Bugis Junction featured fashion
tenants’ wardrobes on a four-day
fashion rampage with themes
such as ‘I Love My Job’, ‘On The
Fast Track’ and ’The Edge of
Glory’. Shoppers were able to
gain ideas on revamping their
wardrobes as models showcased
tenants’ latest collections of
PORTFOLIO-WIDE ACTIVITIES
In 2013, our strategic group-
level marketing activities were
focused on improving shoppers’
satisfaction through constant
innovation of shopper-centric
initiatives to build the loyalty
of shoppers and bring greater
delight to their shopping
experiences at CMT’s malls.
Our three loyalty initiatives,
CapitaCard, CapitaVoucher
and CAPITASTAR, present
today’s savvy shoppers with
a multi-store, multi-mall
integrated rewards platform to
meet their fast-changing needs.
CapitaCard’s membership base
saw a significant growth to over
267,000 card members as at
31 December 2013. Card spending
for the programme achieved
20.0% year-on-year growth to
approximately S$294.0 million
in 2013. This co-brand card
programme continues to delight
shopper and attract repeat
shopper spending at CMT’s malls.
It does not only provide card
members with Capita$ instant
cash rebates, but also offers a
host of exclusive treats, privileges
and benefits in our malls such
as complimentary parking and
privileged parking.
CAPITASTAR’s membership
base grew significantly to over
476,000 as at 31 December
2013, up 160.1% from 2012. The
card-less rewards programme
enables shoppers to enjoy
benefits on top of their existing
rebates from CapitaCard,
whereby they can earn STAR$
from their purchases across
CMT’s malls, which can be
accumulated and redeemed
for CapitaVoucher. Since its
inception in December 2011,
the programme has gained e-Queue Management System at Westgate
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