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Frasers Centrepoint Malls use gamification to encourage repeat visits

Nayela Deeba | July 10, 2017
Shoppers went on a QR code scavenger hunt while they shopped for a chance to win S$380,000 worth of prizes during the Great Singapore Sale in June.

Frasers Tribal Quest game
 Frasers Rewards mobile app 
Credit: Frasers Centrepoint.

Frasers Centrepoint Malls piloted a gamification element in its Frasers Rewards mobile app during the Great Singapore Sale in June this year in a bid to increase customer loyalty.

Known as "Frasers Tribal Quest", the game aims to attract customers back to shopping malls, and give them a "reason to continue spending and visiting in the retail shops," Stephanie Ho, General Manager of Retail Properties, Frasers Centrepoint Ltd, shared with Computerworld Singapore. 

 Meshing traditional game play with a digital element, the Tribal Quest sent shoppers on a QR code scavenger hunt while they shopped. Shoppers had to look for animal icons in the malls, and scan the QR code beside it. They were then given a chance to spin a wheel in the app for a chance to win S$380,000 worth of prizes, such as mall gift cards and retailer vouchers.

This "incentivised shoppers to make direct redemptions at brick-and-mortar stores" within the malls instead of claiming rewards from customer service counters, said Ho. The game also encouraged shoppers to walk around the entire mall, which may result in them "discovering previously unknown tenants and facilities", she added.  

Tribal Quest saw more than 350,000 rounds of game play at the end of June. "Ease of use naturally drives app usage or activity rates; scanning a QR code is instinctive and easy to understand," Ho explained.

The Frasers Rewards app also experienced a 275 percent increase in downloads in the same month. "This signifies [shoppers'] keen interest in the malls' promotional activities that are in place. Having established that line of communication, our rewards members are then encouraged to use the app to receive more updates on the various mall activities, new happenings, and the latest discounts and deals," she explained.

To further improve customer loyalty and better compete with e-commerce players, Ho said Frasers Centrepoint Malls will "continue leveraging technology to discern shopper preferences and transform customer engagement." "We recognise that digital platforms amplify many of our campaigns and can refresh the mall experience for loyal and new shoppers. [We hope that using those platforms will ultimately] drive crowds back to malls."

Besides the Tribal Quest, the Frasers Rewards app features an e-wallet that allows shoppers to store their e-vouchers, rewards, discounts and deals.  E-vouchers can be used directly at any store within the mall. 


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