At this year’s Singapore Retailers Association (SRA) Retail Awards Gala Dinner on 11 November 2022, Frasers Property Retail was awarded the Best Retail Customer Experience Initiative for its 2021 Christmas campaign, A Christmas Eggs-perience.

The SRA Retail Awards recognises excellence in consumer-centric marketing activities that have helped to grow and retain customers. For the first time since the pandemic, over 600 retailers and business partners decked out in their best to celebrate achievements of the retail industry in 2022. Guest-of-Honour, Ms Low Yen Ling, Minister of State, Ministry of Trade and Industry, and Mr Ernie Koh, President of SRA, graced the event.

We are ecstatic to see our efforts for our shoppers being recognised at the SRA Retail Awards. Through the COVID-19 pandemic, we have worked hard to be agile and adaptable to emerging challenges. The team tapped on digital innovation as part of our endeavour to bring a safe and fun experience for our shoppers across our malls. 

In this vein, we collaborated with Sanrio to have the cartoon egg character Gudetama as the face for our campaign, A Christmas Eggs-perience. With this partnership, we offered shoppers a digital, contactless, and COVID-safe gamification system that complies with the constantly evolving safe management measures. 

We engaged our shoppers using a sure-win gamification format across in-store, in-app and social media touchpoints. Through our daily games and rewards, shoppers were able to experience the thrill of instant gratification when they received daily prizes, as well as a sense of accomplishment by collecting all stamps to win a series of Gudetama-themed merchandise. During the campaign period, our shoppers played over 330,000 games to win their share of $400,000 worth of prizes. 

Despite the bleak retail outlook then, this “eggy” campaign proved to be successful. We saw an increase in mall traffic and tenant sales during the festive season. A Christmas Eggs-perience with Gudetama was a true ‘Frasers Experience’ – engaging, inspiring and rewarding our shoppers while supporting our retailers. We will continue to learn from the ongoing disruptions to the retail landscape and apply these learnings to new initiatives that meet the changing needs of our shoppers and retailers.