PORTFOLIO-WIDE ACTIVITIES
In 2014, our strategic group-level marketing activities remained focused on improving shoppers’
satisfaction through constant innovation of shopper-centric initiatives to strengthen shoppers’ affinity
with our malls, and bring greater delight to their shopping experiences.
Our three loyalty initiatives, CapitaCard, CapitaVoucher and CAPITASTAR, present today’s savvy
shoppers with Singapore’s largest multi-store, multi-mall integrated rewards platform to meet their
fast-changing needs.
CapitaCard’s membership base grew to over 292,000 card members as at 31 December 2014. Card
spending for the programme achieved 10.7% year-on-year growth to approximately S$325.6 million
in 2014. This co-brand card programme continues to delight shoppers and attract repeat business
at our malls. CapitaCard members enjoy Capita$ instant cash rebates and also a host of exclusive
treats, privileges and benefits in our malls, such as complimentary parking and privileged parking.
CapitaVoucher performed well in 2014, with sales growing by approximately 15.8% year-on-year to
record over S$59.2 million worth of committed spending.
CAPITASTAR’s membership base grew to over 654,000 members as at 31 December 2014. This
card-less rewards programme enables shoppers to enjoy benefits over and above existing credit
card and store rewards. Members can earn STAR$
®
from their purchases across our malls, which can
be accumulated and redeemed for CapitaVouchers and other perks. Introduced in December 2011,
the programme has been well received and has since developed into an integral part of the
shoppers’ shopping experience. CAPITASTAR’s mobile application was further enhanced to house
mobile games and merchant offers to cater to its fast-growing membership base.
On Children’s Day in 2014, SPARKS, CAPITASTAR’s under-16 members’ programme was introduced
for the younger members. This new programme allows us to know our younger shoppers better, as
part of serving the communities our malls operate in.
Besides rewards and events, we are also leveraging on technology to deliver convenience to
shoppers and retailers. Two of the many initiatives launched in 2014 included a personalised e-Card
and T.I.M. (abbreviation for ‘Take It Myself’).
With the introduction of the personalised e-Card feature in the CAPITASTAR’s mobile application,
qualified members can now flash their personalised e-Card to enjoy offers and earn STAR$
®
at the
same time.
The introduction of T.I.M., a vending machine integrated with an eCatalogue platform on the
CAPITASTAR’s mobile application, allows shoppers to redeem their shopping rewards at their own
convenience. With this innovation, shoppers can freely browse through the eCatalogue on their
smartphones at their leisure, and pick up their gifts from T.I.M. at a CapitaLand’s mall of their choice.
Committed to constantly enhance our service to shoppers, we also introduced several digital
innovations that encouraged interaction between CMT’s malls and shoppers. These include the
social media walls in Westgate and JCube, where shoppers can take photos and use digital kiosks
to add icons and graphics before sharing them on Facebook. They can even ‘flick’ or share them onto
the huge LED screens located beside the digital kiosks in the malls.
Marketing & Promotions
Leading with Confidence | 85
