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CapitaLand Mall Trust
Annual Report 2015
Marketing & Promotions
PORTFOLIO-WIDE ACTIVITIES
In 2015, our strategic group-level marketing activities
focused on building the loyalty of shoppers through
customer-centric experiences and rewards that can be
enjoyed across all malls. We continue to innovate and
leverage on technology to bring greater convenience
and delight to the shopping experience.
Our three loyalt y programmes, CAPITASTAR,
CapitaVoucher and CapitaCard, enjoy strong
competitive advantage in the market, as together
they form Singapore’s largest multi-store, multi-mall
integrated rewards platform, that meets shoppers’
desire for scale of rewards in loyalty programmes.
CAPITASTAR’s membership base in Singapore grew
to over 750,000 members as at 31 December 2015.
This card-less loyalty programme rewards members
with benefits over and above existing credit card and
store rewards. Thus uploading of receipts through
CAPITASTAR touch points has become an integral
part of a shopping visit to our CapitaLand’s malls.
In 2015, we increased the maximum daily rewards from
1,000 STAR$
®
to 5,000 STAR$
®
to further enhance the
attractiveness of this programme.
To de l i ver fur ther conven i ence to members,
the CAPITASTAR mobile application has provided a
comprehensive search function that allows members
to browse hot deals, store directories and events.
‘My Voucher’ is a new initiative introduced in 2015 that
sends out personalised offers with great savings to
members based on their lifestyles.
SPARKS by CAPITASTAR, an under-16 members’
programme, was introduced in 2014 to reward our
younger shoppers and offer shopping experiences
suited to their generation. On Children’s Day in 2015,
we invited our SPARKS members to meet our mascots
at Raffles City Singapore (RCS), in celebration of our
SPARKS first anniversary. The members were treated
to fun-filled activities.
CapitaVoucher performed well above expectations
in 2015, with sales growing by approximately 12.0%
year-on-year to a record of over S$66.0 million worth of
committed spending. With its wide acceptance in over
2,000 retail stores in CapitaLand’s malls, it remains the
most popular shopping voucher in Singapore.
CapitaCard continued to attract repeat shopper
spend at our malls. In addition to Capita$ instant
cash rebates, this co-brand card programme offers
members exclusive benefits in our malls such as
complimentary and privileged parking. Membership
continued to grow at a healthy pace.
Committed to enhancing value for our shoppers
through digital innovation, we also piloted a new
e-commerce platform called ‘Food to Go’ at RCS.
The objective is to provide additional convenience
to office workers in Raffles City Tower during meal
times. They can order takeaways from the food and
beverage (F&B) outlets in RCS through this platform
and go down to the outlet to collect only when they
receive a text notification that the order is ready.
This not only saves time for shoppers but also benefits
retailers by expanding the limited seating capacity of
the F&B outlets during meal times. In addition, this
provides our tenants with another opportunity for
additional revenue.
Overview
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Corporate
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Financials &
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