22 Aug 2022
Frasers Property Retail picks up two awards at The Loyalty & Engagement Awards 2022 – ecommerce marketplace Frasers eStore recognised for excellence in customer-centricity initiatives.
Online shopping had been growing rapidly prior to COVID-19, but the onset of the pandemic massively accelerated the expansion of ecommerce and speeded the adoption of digital technologies by several years. COVID-19 rules and restrictions led to a shift towards greater digital consumption as consumers spent more time at home, driving retailers across the ecommerce ecosystem to embrace digital solutions.
In pivoting to find new ways to connect with our shoppers in the digital-first marketplace, Frasers Property launched the Frasers eStore in December 2020. The ecommerce shopping platform marked a natural progression in our Go-Digital Programme which kick-started in 2017, and debuted on the Frasers Experience (FRx) loyalty programme app as part of our enhanced digital offerings. It was further enhanced a few months later with the launch of the website www.frasersestore.com – augmenting the online experience, further driving traffic and sales.
Frasers eStore receives kudos at regional awards
A comprehensive and easy-to-use feature, the Frasers eStore was released at the height of the COVID-19 pandemic when restrictions, quarantines and Stay Home Notices were commonplace. It facilitated a safe, secure and seamless store-to-door retail experience for our customers, and enabled our tenants to continue serving our shoppers amid the tightened measures.
On 12 August 2022, the merits of Frasers eStore were recognised when it was awarded Best Loyalty Programme - Lifestyle (Silver) and Best COVID-19 Response in a Loyalty Campaign (Bronze) at the Loyalty and Engagement Awards 2022 held in Singapore.
These annual awards draw participation from companies across the Asia-Pacific Region and reward organisations that place their customers first – validating our efforts to create memorable shopping experiences of tomorrow.
The recognition was testament to the accomplishments of our team in enhancing our digital touchpoints, and building on the strong foundation of the FRx programme in driving tenant sales and growing customer loyalty amid the disruptions caused by COVID-19 on the retail industry.
An Additional Avenue for Shoppers
The Frasers eStore provides an omnichannel retail experience, allowing customers to shop, pay and arrange delivery of their purchases right to their door-step.
The Frasers eStore is the go-to digital retail destination and was thoughtfully curated with our customers in mind. Formulated to take the hassle out of shopping, it offers a streamlined, cashless and one-stop solution where all purchases and delivery needs can be met.
The digital mall features a vast collection of merchandise from retailers who operate across the Malls of Frasers Property, and presents an additional avenue for shoppers to browse and buy from our tenants. It comes with the freedom to bundle deliveries from multiple stores at the same mall, consolidate purchases into a single order and have them delivered as a single package to their doorstep.
It also provides a more flexible customer experience by offering shoppers the choice of browsing online and choosing to collect their purchases at the shop, which also preserves the in-store experience.
Enhanced Market Reach for Merchants at the Malls of Frasers Property
Tenants can access a growing FRx membership base, expanding their market reach and driving sales via the Frasers eStore.
Frasers eStore has been welcomed by tenants across the Malls of Frasers Property, serving as an additional platform for them to trade on, and expanding their market reach to potentially up to 800,000 members on the FRx app.
As an extension of our Go-Digital Programme to help tenants embrace and leverage retail technology, Frasers eStore has unlocked new growth opportunities within and beyond the physical malls. This is evidenced by retailers experiencing significant increase in their average monthly Gross Merchandise Value, proving the efficacy of the platform in driving tenants’ sales.
Throughout our digital transformation, Frasers Property Retail has stood with our tenants to assist them in leveraging our digital platforms so that no one is left behind.
The accelerated shift to ecommerce had left many merchants in a lurch as they struggled to cope with digitalisation, inventory management and the high cost of logistics. To encourage retailers to buy-in to the Frasers eStore initiative, Frasers Property Retail assisted their transition by providing training, administrative support as well as subsidies to offset some of the transition-costs. Beyond that, access to self-help portals are available to retailers, who also enjoy support from a helpdesk which handles feedback from both retailers and shoppers.
Frasers Property Retail has availed a simple-to-use order management system to all our tenants. This convenient mechanism operates off the FRx terminal which tenants have access to, and provides inventory and transaction visibility. Once the store accepts an order, it is then packaged and ready to be collected by either the customer or a delivery partner.
An Ever Evolving Frasers Experience
With an initial showcase of 1,300 products when it was first launched in December 2020, the Frasers eStore today lists over 8,000 products and continues to grow. The FRx ecosystem also drives 1 in 4 transactions at the Malls of Frasers Property. We are heartened by the responses from shoppers and retailers alike, and are further encouraged following the recent recognition from the Loyalty and Engagement Awards 2022.
With the advancement of technology profoundly changing the retail industry, we will continue to find new ways to harness digital capabilities, and maintain our strong resolve to continuously best serve the FRx community.