RETAIL | Staff Reporter, Singapore

Capitaland, Shopee form alliance to push digitalisation in retailers

They alliance kicked off with the CapitaLand x Shopee 11.11 campaign.

CapitaLand and Sea, the parent company of e-commerce giant Shopee, under the Emerging Stronger Taskfroce (EST), has convened the Alliances for Action that aims to prototype ideas on Singapore’s retail industry, according to a joint release.

The alliances aim to pioneer new operating models to help Singapore retailers digitalise, diversify their revenue streams and export their brands overseas, the joint release stated.

This is done in order to address ever-evolving consumer preferences in the current COVID-19 landscape. Part of the alliances will see CapitaLand and Sea have an offline-online partnership model.

The Alliance is co-led by Lee Chee Koon, group CEO of CapitaLand Group; and Ye Gang, Group COO and co-founder of Sea. 

To kick off the collaboration, the two companies are launching the CapitaLand x Shopee 11.11 campaign – which will see the integration of online and offline shopper engagement to drive sales, traffic and engagement for six CapitaLand malls through gamification.

Participating brands include retailers such as Skin Inc, Zaffron Kitchen, Linen Gallery, amongst others.

The second initiative is to re-create the iconic IMM outlet shopping experience, popular among both Singaporeans and tourists alike, on Shopee Singapore and Shopee Malaysia. 

IMM will be the e-commerce platform’s first virtual shopping mall from Singapore, providing retailers with more online marketing opportunities that will benefit in-store sales at IMM, the joint release added.

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