Frasers Property Singapore teams with EZ-Link and Honestbee
December 7, 2018
Inside Retail Singapore
Frasers Property Singapore has launched a multi-feature app Frasers Experience and is developing a consolidated e-payment platform called FrasersPay with partners Honestbee and EZ-Link.
The property company says the new system will offer customers “an easy, secure, and rewarding way to pay in stores” across 14 Frasers Property Singapore shopping centres.
The new Frasers Experience app (FRX) will replace the existing Frasers Rewards app, with features to be rolled out progressively. It will launch during the Christmas shopping season with an online-to-offline campaign featuring characters from the animated series We Bare Bears.
Frasers Property Singapore says in its initial phase, FRX features an enhanced digital gift card experience. In addition to redeeming digital gift cards with their existing Frasers Points, shoppers can digitise physical gift cards by scanning a digital gift card’s QR code and loading it to a FRX mobile e-wallet.
“The future of shopping malls is about experiences and the customer journey,” said Low Chee Wah, senior executive VP, head of retail and commercial division at Frasers Property Singapore. “We are continuously innovating by using technology to enhance shopper experiences at our malls. We want to make the customer journey a seamless one, providing them more with less: more benefits with less time needed, more conveniences with less hassle. Our Frasers Experience app will redefine the way we interact with our customers, as we continue to offer more value-added services down the road.”
FRX will also feature a digital food and beverage concierge service called Makan Master which allows users to reserve tables at restaurants, including Crystal Jade Kitchen and Uncle Leong Signatures. In the future customers will also be able to pre-order meals and make quick cashless payments at participating food and beverage outlets.
The next version of FRX will also have an in-app e-booking function where users can book a wider range of facilities and amenities across Frasers Property Singapore properties, including end-of-trip facilities, event spaces, futsal courts and barbeque pits.
Meanwhile, the company has partnered with Honestbee and contactless public transit smartcard issuer EZ-Link, to develop a consolidated e-payment platform, called FrasersPay.
FrasersPay is an integrated cashless solution for Frasers Property Singapore’s customers and retailers.
Honestbee operates mobile payments wallet BeePay; while EZ-Link will launch its own e-wallet known as the EZ-Link Digital Wallet towards the end of the first quarter of next year. Both EZ-Link cards and the new EZ-Link Digital Wallet will be accepted via FrasersPay.
FrasersPay will allow customers to select their preferred cashless payment method, be it through BeePay, EZ-Link, or through credit or debit card options that can be set up within FRX.
Honestbee’s head of BeePay, Joey Yang, said the partnership with Frasers Property Singapore will deliver greater convenience and value to its customers.
“Our users will have a wider range of touch points to use our cashless payment services with FrasersPay being implemented across all of Frasers’ retail and commercial properties. We will also allow our users to earn reward coins whenever they make purchases via the FrasersPay platform.”
For retailers, FrasersPay will provide instant access to multiple e-payment methods through the enhanced FRX terminal. This reduces the time spent at the sales counter, as the FRX terminal allows them to cater to different payment preferences within a single system. It will also allow stores to have the option of incentivising their customers through different modes of payment.
The FRX terminal has so far been installed at more than 1500 retail stores and dining establishments across Frasers Property Singapore’s properties.
Beary Merry Christmas
In conjunction with the launch of FRX, this year’s Christmas Campaign will feature characters from the popular Cartoon Network series, We Bare Bears, in a gamification initiative from Frasers Property Singapore.
The We Bare Bears themed mobile game, “The Pawfect Journey”, is the latest in a series of recent gamification initiatives from Frasers Property Singapore.
“The Pawfect Journey” game will take shoppers on an interactive in-mall QR-code scavenger hunt, where they can explore 10 participating malls of Frasers Property for instant rewards.
The online-to-offline campaign blends traditional gameplay with digital enhancements to create engaging experiences for both shoppers and retailers. Within the game, shoppers explore the malls to seek out and scan We Bare Bear QR Codes, scoring retailer eVouchers, bonus Frasers Points and digital gift cards worth more than $250,000.