28 Nov 2018
Customers of Frasers Property Singapore (“FPS”) will now have a new way to shop, eat, and play – all within a new multi-feature mobile app named “Frasers Experience” (“FRx”). FRx was launched today to replace the existing Frasers Rewards app and provide an enhanced customer experience for all shoppers.
In this initial phase, FRx features an enhanced digital gift card experience. In addition to redeeming digital gift cards with their existing Frasers Points, shoppers can now conveniently digitise physical gift cards by scanning a digital gift card’s QR code and loading it to a FRx mobile e-wallet. This will protect the value within the gift card and allows shoppers a wallet-free shopping experience.
Customers of Frasers Property Singapore will now have a new way to shop, eat, and play with the all-new Frasers Experience multi-feature mobile app.
Shoppers may also take advantage of an e-gifting feature within FRx come early December, when digital gift cards may be received through email at any time of the day. Other enhanced reward offerings include the launch of a new rewards catalogue from which FRx members may redeem retailer eVouchers.
These added options for gifting and shopping will bring greater convenience to tenants of Frasers Property, enabling tenants to process transactions more effectively and efficiently; while shoppers may now forgo queuing at Customer Service to redeem loyalty benefits.
Mr. Low Chee Wah, Senior Executive Vice President, Head of Retail and Commercial Division at Frasers Property Singapore, said, “The future of shopping malls is about experiences and the customer journey. We are continuously innovating by using technology to enhance shopper experiences at our malls. We want to make the customer journey a seamless one, providing them more with less - more benefits with less time needed, more conveniences with less hassle. Our Frasers Experience app will redefine the way we interact with our customers, as we continue to offer more value-added services down the road.”
FRx will also feature exclusive digital F&B concierge service Makan Master. As a start, users will be able to reserve tables at the likes of Crystal Jade Kitchen and Uncle Leong Signatures when using Makan Master. Subsequent feature updates will enable customers to pre-order meals and make quick cashless payments at participating food and beverage outlets – enjoying greater flexibility and choice in their dining experience.
The next iteration of FRx will also have an in-app e-booking function where users can book a wider range of facilities and amenities across FPS’s developments, including end-of-trip facilities, event spaces, futsal courts, barbeque pits and other last-mile services at selected properties.
The features and functions of FRx are designed to be utilised across all of FPS’s retail and commercial properties, catering to both leisure shoppers and the business community. The highly intuitive interface will deliver better experiences for its users with new ways to shop, dine and connect with the community.
Upcoming consolidated e-payments solutions in partnership with leading payments providers
To provide an improved and integrated cashless experience for its customers, FPS has partnered Asia's leading online concierge and delivery service honestbee and contactless public transit smartcard issuer EZ-Link, to develop a consolidated e-payment platform - FrasersPay.
FrasersPay is a comprehensive and integrated cashless solution for Frasers Property Singapore's customers and retailers, and is set to roll out in 1Q2019. Customers may select their preferred cashless payment method, be it through credit or debit card options that can be set up within FRx, or through payment partners beePay and EZ-Link.
Honestbee operates mobile payments wallet beePay; while EZ-Link will launch its own e-wallet known as the EZ-Link Digital Wallet towards the end of the first quarter of 2019. Both ez-link cards and the new EZ-Link Digital Wallet will be accepted via FrasersPay.
Set to be launched in 1Q2019, FrasersPay will allow customers to select their preferred cashless payment method, be it through beePay, EZ-Link, or through credit or debit card options that can be set up within FRx. The strategic partnerships with these leading payment players will create a comprehensive and integrated cashless solution for FPS customers.
Ms. Joey Yang, Head of beePay, honestbee, said: “beePay is honestbee’s digital in-app wallet that allows customers to enjoy seamless payment transactions at close to 1000 merchants and more. Through our partnership with Frasers Property Singapore to link beePay with FrasersPay in Q1 2019, we look forward to bringing greater convenience and value to our customers. Our users will have a wider range of touch points to utilise our cashless payment services with FrasersPay being implemented across all of Frasers’ retail and commercial properties. We will also allow our users to earn reward coins whenever they make purchases via the FrasersPay platform."
For retailers, FrasersPay will provide instant access to multiple e-payment methods through the enhanced FRx terminal. This reduces the time spent at the sales counter, as the FRx terminal allows them to cater to different payment preferences within a single system. It will also allow stores to have the option of incentivising their customers through different modes of payment.
The FRx terminal has to date been deployed to over 1,500 retail stores and dining establishments across FPS’ properties as part of Frasers Property Singapore’s “Go-Digital” programme, launched in late 2017.
Launching FRx in a Beary Merry Christmas at the malls of Frasers Property
In conjunction with the launch of FRx, this year’s Christmas Campaign will feature characters from the hugely popular Cartoon Network series, We Bare Bears, in another gamification initiative from FPS.
The We Bare Bears themed mobile game, “The Pawfect Journey”, is the latest in a series of recent gamification initiatives from Frasers Property Singapore. The game goes live today in the malls of Frasers Property and within the FRx app, offering $250,000 worth of rewards.
“The Pawfect Journey” game will take shoppers on an interactive in-mall QR code scavenger hunt, where they can explore 10 participating malls of Frasers Property and be rewarded instantly for their efforts.
This online-to-offline campaign blends traditional gameplay with digital enhancements to create engaging, meaningful, and valuable experiences for both shoppers and retailers. Within the game, shoppers explore the malls to seek out and scan We Bare Bear QR Codes, scoring retailer eVouchers, bonus Frasers Points and digital gift cards worth over $250,000.
A $12,000 We Bare Bears live quest event will also be held every Saturday from 1 to 22 December at selected malls, beginning with Causeway Point.
“The Pawfect Journey” is the latest in a series of recent gamification initiatives from FPS. Previous online-to-offline gamification campaigns such as Frasers Tribal Quest and Frasers Galactic Passport have proven to be highly popular with shoppers and have garnered several industry awards.
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