E-commerce, meal deliveries, store-to-door convenience – all these retail buzzwords have truly come to the fore over the past year, with shoppers seeking greater convenience and personalisation in their retail experience. Our Go-Digital Programme, which began in 2017 to help our tenants embrace and leverage retail technologies to stay ahead of shifting shopper preferences, has become an integral part of our retail strategy. More than just a digital loyalty app, our Frasers Experience (FRx) app has evolved into a truly omnichannel retail platform, with our exclusive digital F&B concierge, Frasers Makan Master, and our upcoming Frasers eStore adapting to changing shopper behaviours, while allowing our tenants to reach a wider audience for targeted marketing programmes. 

At the recent Marketing Magazine’s Loyalty & Engagement Awards 2020, Frasers Makan Master was awarded Best Loyalty Programme - Lifestyle (Bronze) and Best Loyalty Programme - Relaunch (Bronze), reaffirming our efforts in delivering a meaningful and engaging retail platform for our shoppers. 

The Loyalty & Engagement Awards recognises excellence in consumer-centric marketing activities that have helped to grow and retain our biggest advocates – our customers. Having Frasers Makan Master recognised with these two awards amongst entries across South Asia, Southeast Asia and ANZ regions is a testament to our ability to build digital solutions that complement our portfolio of malls, and the potential of our platform as a frictionless retail experience that builds lasting customer relationships.

Our first steps towards frictionless retail experiences

Our Go-Digital Programme began in 2017 with the launch of our first gamification initiative, Frasers Tribal Quest. This initiative combined traditional gameplay with digital elements to get shoppers to explore our malls while rewarding them for their efforts with prizes in the form of e-vouchers. 

This marked the first of in-mall digital games that were well-received by our shoppers, such as Frasers Galactic Passport, and The Pawfect Journey, which have made for exciting, interactive and rewarding visits to our malls.  

In 2018, our digital initiatives got a greater boost with the launch of the FRx loyalty app, complete with digital gift cards, an integrated cashless payment platform called Frasers Pay, and Frasers Makan Master. Through partnerships with Grab, Alipay and WeChat, shoppers could enjoy the convenience of cashless transactions to shop or dine, and earn rewards while doing so.

Makan time made hassle-free 

Frasers Makan Master’s launch brought a new dimension to dining across the malls of Frasers Property. Shoppers could use the in-app feature to pre-order, pay and collect their meals from participating F&B outlets, for greater convenience and choice in their dining experience. 

Over the years, we have developed new features and services, so that shoppers can continue enjoying their favourite meals with their loved ones. When the Covid-19 pandemic hit, we promptly rolled out a meal delivery option, in addition to our existing pre-order, pay and collect options, for shoppers to  indulge in their meals – from the kitchens of their favourite F&B restaurants straight to their doorstep.

In September, we further enhanced Frasers Makan Master to include mix-and-match services that allow shoppers to consolidate their meal orders across a single mall, for a flat delivery fee. 

With the ease of use and variety of dining choices that our digital F&B concierge offers, we have seen about 80% of Makan Master orders coming from repeat customers. This has enabled us to build and strengthen our relationships with shoppers, who can always count on their go-to Makan Master to deliver hassle-free meals from any of our malls. 

At the same time, Frasers Makan Master has helped to support our F&B tenants in reaching out to a broader customer base, greater flexibility and efficiency in running their operations, as well as potential cost savings.  

Unlocking new growth opportunities

We are heartened to see Frasers Makan Master being recognised at this recent awards, but the journey is far from over – this digital initiative is just one step in our path towards building a frictionless retail experience to stay ahead in this ever-evolving industry. 

In the next phase of our digital roadmap, we will continue to seek out and leverage new opportunities, invest in innovative solutions, and create greater value for both tenants and shoppers. 

Leveraging the uptrend in livestream shopping, we recently held Frasers Live, our inaugural live shopping event, on 30 September, which drew close to 10,000 views in total. The positive response from our shoppers is truly encouraging, and we hope to host more of such events in the future!  

With even more digital innovations to come, including the upcoming launch of Frasers eStore, we are excited to redesign the shopping experience for both our shoppers and tenants, as we look onward in this transformative retail landscape. 

Milestones in our digital journey

Our ongoing commitment to drive the shopper experience through digital innovations has been recognised over the years as well. Here are some other industry awards we had the honour of receiving since our digital journey began: 

2018

• Singapore Retailers Association Award - Best Retail Event of the Year: Frasers Tribal Quest
• ICSC Asia-Pacific Shopping Centre Awards - Gold Award for Emerging Technology: Frasers Galactic Passport

2019

• Singapore Retailers Association Awards - Best Retail Event of the Year: A Beary Merry Christmas
• ICSC Asia-Pacific Shopping Centre Awards - Gold Award for Integrated Digital Campaigns: A Beary Merry Christmas

2020

• Marketing Magazine Loyalty & Engagement Awards - Bronze for Best Loyalty Programme (Lifestyle): Frasers Makan Master
• Marketing Magazine Loyalty & Engagement Awards - Bronze for Best Loyalty Programme (Relaunch): Frasers Makan Master