01 Sep 2020
SINGAPORE, 1 SEPTEMBER 2020
Frasers Property Retail will be launching its new e-commerce marketplace, Frasers eStore, which aims to provide a seamless store-to-door experience to serve tenants and shoppers, via the Frasers Experience (“FRx”) app this December. The Frasers eStore will be available to a potential membership base of over 800,000 shoppers on the FRx platform, which integrates two loyalty programmes, Frasers Experience and AMperkz into a single loyalty programme.
According to a recent report by , Singapore has experienced a surge in e-commerce transactions since the Covid-19 pandemic began, with the uptrend in online shopping expected to continue even after the pandemic. In line with Singapore’s accelerated digital transformation in recent months, as well as a growing preference for e-commerce platforms and cashless payments, there is an increasing need for businesses to make their products and services available both in-store and online. The expanded FRx platform thus aims to empower tenants to embrace digitalisation and unlock new growth opportunities, with a truly omnichannel retail experience.
The Frasers eStore will enhance tenants’ outreach to a potential membership base of over 800,000 shoppers on the FRx platform, while also providing an additional avenue for shoppers to browse and purchase products from tenants across all 14 malls1 of Frasers Property Retail with greater convenience and flexibility. The Frasers eStore will launch with over 1300 products for its first capsule collection, and will be accessible to the public via the FRx app from end December 2020.
The Frasers eStore will launch with over 1300 products for its first capsule collection, and will be accessible to the public via the FRx app from end December 2020.
Mr Tan Kee Yong, Chief Operating Officer of Frasers Property Retail, said: “The launch of Frasers eStore marks the natural next step in our digital transformation journey with our tenants to further support them as they embrace digital solutions to find additional avenues to market their products, while adapting to changing consumer behaviours. The launch builds upon the success of the FRx platform, which was launched in 2018 to provide a truly seamless shopping experience. In addition, we hope that an omni-channel retail platform will offer greater convenience and value-added services for shoppers. Looking towards a post-pandemic future, we stand ready with our tenants to leverage these digital platforms to emerge stronger, more adaptable, and more resilient than before.”
With the Frasers eStore, a single consolidated order can be placed from multiple tenants in a mall and delivered to the shopper's doorstep.
With the new Frasers eStore, FRx members can expect to place a single consolidated order from multiple tenants in a mall and have their package delivered to their doorstep, all within the FRx app. Purchases made through the eStore may be used to earn Frasers Points with every minimum spend of S$10, which can be redeemed for Carpark$ to offset their parking fees, Digital Gift Cards, eVouchers and exclusive deals from the FRx app.
Since launching the FRx app in November 2018, Frasers Property Retail has observed a steady rise in membership. FRx members account for one in four transactions at the malls, proving the efficacy of the platform in driving tenants’ sales. The user-friendly platform has also been successful in driving shopper retention, regularly adding new features to achieve a 40 percent members’ usage rate.
The app provides shoppers with a convenient and cashless way to shop, eat, and play at the malls of Frasers Property Retail. Shoppers may purchase and utilise digital gift cards, redeem points from an extensive rewards catalogue, and make cashless payments through a consolidated e-payment platform, FrasersPay. An exclusive digital F&B concierge service Frasers Makan Master was added as an exclusive in-app feature in early 2019 to allow shoppers to pre-order, pay and collect meals. In April 2020, Frasers Makan Master was enhanced with meal delivery services, and a dine-in feature to provide shoppers the flexibility of ordering from the comfort of their tables and reduce their contact points within restaurants.
FRx will be merged with AsiaMalls’ loyalty platform AMperkz with effect from 14 September 2020. As part of the integration, AMperkz members can switch to the FRx loyalty programme to enjoy its benefits, while having their accumulated benefits transferred into the FRx app, which can be redeemed across all 14 malls of Frasers Property Retail. To welcome AMperkz members to the FRx programme, the validity of these benefits will be extended for another year upon consent.
Frasers Makan Master will be expanded to include multi-brand delivery orders in mid-September, allowing members to place orders from multiple F&B tenants within the same mall and indulge in these meals in the comfort of their homes. Along with the new Frasers eStore, Frasers Property Retail hopes to tap into its growing membership base to provide an integrated and convenient shopping experience for all, while unlocking new growth opportunities for its tenants within and beyond its malls.
These new initiatives mark the next step in Frasers Property Retail’s digital roadmap and investment in innovative solutions to embrace new shopper behaviours. Looking ahead, shoppers and tenants alike can expect a slew of innovative digital solutions in the post-pandemic retail landscape.
For more information on the FRx programme:
1The 14 malls in Frasers Property Retail’s portfolio include Anchorpoint, Bedok Point, Causeway Point, Changi City Point, Eastpoint Mall, Northpoint City, The Centrepoint, YewTee Point, Waterway Point, as well as five malls under AsiaMalls Management’s portfolio namely Century Square, Hougang Mall, Tiong Bahru Plaza, Tampines 1 and White Sands.