RETAIL | Staff Reporter, Singapore

CapitaLand forges alliance with Alibaba

It will launch an exclusive online mall on Lazada Singapore.

CapitaLand is advancing its omni-channel strategy by forging alliances with two leading e-commerce players in its core markets.

In China, CapitaLand has inked an agreement to manage Alibaba Shanghai Center, the e-commerce conglomerate’s new Shanghai headquarters comprising four office towers and a retail podium.

This marks the start of a strategic collaboration between CapitaLand, one of Asia’s leading real estate companies; and Alibaba Group, Asia’s largest e-commerce company, to reinvent modern retail through the seamless integration of offline and online (O&O) channels.

In Singapore, CapitaLand has signed an agreement to launch an exclusive online mall on Lazada Singapore, which is part of Lazada Group, Southeast Asia’s largest e-commerce platform. The shop-in-shop on Lazada.SG will position CapitaLand as Singapore’s first omni-channel retail landlord that connects retailers to shoppers both offline and online, complemented by a unique in-mall collection service for shoppers.

Under the contract with Alibaba, CapitaLand will oversee the pre-opening and management of the shopping podium and one of the four office towers in Alibaba Shanghai Center, which has a total Gross Floor Area (GFA), excluding car park, of about 80,000 square metres (sq m). The four office towers occupy about 60,000 sq m, while the four-storey shopping podium – three levels above ground and one basement level – takes up about 20,000 sq m.

In line with Singapore’s Smart Nation push to reinvent retail, CapitaLand will launch a shop-
in-shop aggregating the offerings of retailers in its Singapore malls on Lazada.SG by the end of this year. To facilitate an O&O experience, shoppers who patronise the CapitaLand
official store on Lazada.SG will have the option to collect their purchases in CapitaLand
malls. In doing so, they will be rewarded with STAR$, the membership points of the CapitaStar programme.

As a start, CapitaLand will roll out two unmanned click-and-collect lounges at Plaza Singapura and Bugis+ for shoppers to collect and return their parcels. In addition to collection lockers, the lounges will feature fitting rooms and a product-testing bench to enhance the overall shopping experience.

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