Funan mall reveals its digital blueprint

Funan has unveiled its digital blueprint as Singapore’s first O&O shopping mall integrating data and logistics aimed at empowering omnichannel retail strategies and transforming the customer experience.

It encompasses customer analytics such as transaction and demographics data, robotic automation including Singapore’s first use of automated guided vehicles (AGVs) and robotic arms in a retail setting.

Owned by CapitaLand Mall Trust and managed by CapitaLand Retail, Funan will also offer a 24-hour click-and-collect drive-through.

Funan OO

Funan

“As smartphones change the way people shop and socialise, the design and operations of retail space must be reimagined to meet changing consumer expectations for an integrated O&O experience,” says CapitaLand Retail CEO Wilson Tan. “With the benefit of being a new development, Funan has wired its hardware and software differently to plug straight into the phygital (physical + digital) world of today’s consumers.

“We have positioned Funan as the vanguard of innovation, with a combination of community, passion and discovery in its design. Our objectives are to empower our retailers’ omnichannel strategy, deepen consumer insights and enhance customer satisfaction through a seamless O&O journey.”

Unified view

CapitaLand Mall Trust Management CEO Tony Tan says the rise of omnichannel retailing spells new opportunities for the group to help its retailers do more business by increasing their consumer touchpoints while maintaining a unified view of their customers.

“As a native O&O mall with omnichannel retail infrastructure enabled by the latest technology, Funan is well-positioned to attract quality tenants that are able to adapt and excel in this fast-changing retail landscape.”

He says some of the digital innovations and infrastructure will be introduced into other malls in the group’s portfolio.

For a typical Funan customer, the journey begins through bookings via the CapitaStar members’ app by CapitaLand, such as accessing the open studios in the Tree of Life experiential section, signing up for craft workshops with friends, booking tickets to a theatrical performance and reserving meeting rooms in the coworking space. The app also lets drivers reserve parking lots, find their car later and pay or redeem their parking fees.

Shoppers can make purchases using StarPay, the in-app e-payment feature, while working professionals use the latest facial-recognition technology for cardless access to their offices.

Hands-free shopping will soon become a reality at Funan through its automated concierge service at participating retailers. An AGV will pick up shoppers’ purchases and deposit the bags at a click-and-collect box at Basement 2. Shoppers can collect their purchases via a QR code or use the 24-hour drive-through collection service, fitted with a robotic arm that can retrieve their merchandise.

As part of Funan’s omnichannel retail infrastructure, retailers can use the click-and-collect lounge and warehousing to fulfil their online orders from CapitaLand’s official store on Lazada.SG.

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