COMMERCIAL PROPERTY | Staff Reporter, Singapore

Frasers Property Retail rolls out Frasers eStore

The platform will integrate two loyalty programmes.

Frasers Property Retail will be launching its new e-commerce marketplace, Frasers eStore, to provide a seamless store-to-door experience to serve tenants and shoppers, via the Frasers Experience (FRx) app this October, according to an announcement.

The Frasers eStore will be available to a potential membership base of over 800,000 shoppers on the FRx platform, which integrates two loyalty programmes, Frasers Experience and AMperkz into a single loyalty programme.

According to a recent report by GlobalData, Singapore has experienced a surge in e-commerce transactions since the COVID-19 pandemic began, with the uptrend in online shopping expected to continue even after the pandemic.

In line with Singapore’s accelerated digital transformation in recent months, as well as a growing preference for e-commerce platforms and cashless payments, there is an increasing need for businesses to make their products and services available both in-store and online. The expanded FRx platform aims to empower tenants to embrace digitalisation and unlock new growth opportunities, with a truly omnichannel retail experience.

The Frasers eStore will enhance tenants’ outreach to a potential membership base of over 800,000 shoppers on the FRx platform, whilst also providing an additional avenue for shoppers to browse and purchase products from tenants across all 14 malls of Frasers Property Retail with greater convenience and flexibility. The Frasers eStore will launch with 200 merchants, and will be accessible to the public via the FRx app from end October.

With the new Frasers eStore, FRx members can expect to place a single consolidated order from multiple tenants in a mall and have their package delivered to their doorstep, all within the FRx app.

Since launching the FRx app in November 2018, Frasers Property Retail has observed a steady rise in membership. The user-friendly platform has also been successful in driving shopper retention, regularly adding new features to achieve a 40% members’ usage rate.

The app provides shoppers with a convenient and cashless way to shop, eat, and play at the malls of Frasers Property Retail.

Along with the new Frasers eStore, Frasers Property Retail hopes to tap into its growing membership base to provide an integrated and convenient shopping experience for all, whilst unlocking new growth opportunities for its tenants within and beyond its malls.

These new initiatives mark the next step in Frasers Property Retail’s digital roadmap and investment in innovative solutions to embrace new shopper behaviours. Looking ahead, shoppers and tenants alike can expect a slew of innovative digital solutions in the post-pandemic retail landscape.

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