Frasers Centrepoint Singapore was recently lauded with two retail-related awards – the International Council of Shopping Centers (ICSC) Emerging Digital Technology Award and the Community Chest Silver Award. These industry-wide recognitions affirm our dedication to providing exceptional customer experiences and needed support for the communities we build for.
(Second from left) Stephanie Ho, General Manager, Retail Properties, receiving the Gold Award at a dinner ceremony in Bangkok.
Innovating the brand experience with technology
Frasers Centrepoint Malls received the Gold Award for Emerging Digital Technology at the ICSC Asia Pacific Shopping Centre Awards in October 2017.
The award was granted to Frasers Tribal Quest, an in-app game that integrates traditional game play with a digital element to create a fun and immersive shopper experience. It was well received by loyal members of Frasers Rewards app.
The pilot game saw 20,000 hours of gaming in mall and over 350,000 rounds of game play at the end of June this year.
The module was built not just to add an element of fun to the shopping experience but to increase the amount of time customers spent in our malls. To play, shoppers only needed to follow clues on a card displayed in their Frasers Rewards app and scan a series of QR codes displayed strategically around the mall to unlock multiple prizes.
At Frasers Centrepoint Singapore, we strive to be inclusive. Throughout the Frasers Tribal Quest period, we enlisted the help of dedicated ambassadors that are posted around our malls to assist both the young and old navigate our experiential Frasers Tribal Quest and Frasers’ loyalty rewards app.
The experience that shoppers take home from spending time inside our malls is also what sets us apart from our competitors. As we work towards making our malls more inclusive, we are constantly thinking of new ways to keep members of the community engaged and excited to take part in our activities.
The success of our pilot gamification idea as a customer engagement tool encourages us in our journey of Remaking Our Malls, where we gear everything we do towards creating a positive experience for our customers.
The spirit of giving back
Corporate social responsibility has been a longstanding tradition and remains an important part of our culture. We are honoured that our year-long charity drive, “Play It Forward” won the “Special Events Silver Award” at the annual Community Chest Awards.
Stephanie Ho, General Manager, Retail Properties, receiving the Community Chests’ Special Events Silver Award from Tan Chuan-Jin, Speaker of Parliament, at a ceremony at the Istana.
Involving over 10,000 participants in our “Play It Forward” initiative, Frasers Centrepoint Singapore organised a roving giant ball pool charity initiative that landed at six of our malls to raise funds for Family Services Centres (FSCs). FSCs provide social support for families in Singapore facing difficulties.
For a minimum donation of $5, shoppers of our malls were offered a chance to dive-in, unwind and play in a colourful sea of 100,000 balls while Frasers Centrepoint Malls matched the donations dollar-for-dollar, achieving a total of over S$62,000 of funds raised.
We could not have done this without the support and collaboration of the community. The eager participation of children, parents and families a s a whole, contributed towards the initiative achieving its immense success.
Over the years, our loyal shoppers of Frasers Centrepoint Singapore have empowered us to fulfill our responsibility of giving back to the communities we operate in and we are grateful to be able to make such a meaningful difference to our beneficiaries.
Our shopping mall, Causeway Point was recently commended with the Good Effort Certificate at the 3R Awards for Shopping Malls, the first waste reduction and recycling award for mall operators in Singapore.
(Right) Elsie Goh, Senior Centre Manager, Causeway Point, receiving the certificate from (left) Dr Amy Khor, Senior Minister of State, Ministry of the Environment and Water Resources & Ministry of Health.
We believe that by conserving resources, and recycling waste, we are able to save resources and reduce waste, but most importantly, do our part in saving the environment.
We are motivated by the recognition of our efforts and will continue to implement sustainability measures in all our malls