CapitaLand and Shopee launches 11.11 campaign, bringing together online and offline shoppers via gamification

Editorial Team
Editorial Team

CapitaLand Group (CapitaLand) and Shopee announced on Monday 26 October that they will be forming a joint partnership to pioneer new operating models to help Singapore retailers digitalise, diversify their revenue streams and export their brands overseas, to address ever-evolving consumer preferences in the current COVID-19 landscape.

The Alliance on Facilitating Smart Commerce in Singapore is formed under the Emerging Stronger Taskforce (EST) under the Future Economy Council (FEC), and is a industry-led, government-supported coalition that will prototype ideas on strategic areas for Singapore. This Alliance is co-led by Mr Lee Chee Koon, Group CEO of CapitaLand Group; and Mr Ye Gang, Group COO and Co-Founder of Sea, the parent company of Shopee.

The partnership will kick-off with CapitaLand x Shopee 11.11 campaign, which will use online and offline shopper engagement to drive sales, traffic and engagement for six CapitaLand malls through gamification, and signifies both partner’s commitment to empowering retailers, providing them with avenues to diversify and build robust, all-rounded and sustainable retail strategies that cater to changing consumer needs in an ever-evolving retail landscape.

From 21 October to 11 November 2020, S$4 million worth of shopping, dining and accommodation perks are up for grabs in the Slice game on the Shopee Singapore app. Shoppers can earn points to redeem Shopee Coins and discount vouchers from 45 participating retailers for redemption in-store at six CapitaLand malls – Bugis Junction, Bugis+, Junction 8, Plaza Singapura, Tampines Mall and Westgate.

Players also stand to win complimentary stays and discount vouchers as well as free Ascott Star Rewards (ASR) membership upgrade sponsored by The Ascott Limited, the lodging unit of CapitaLand. The daily top scorer will be further rewarded with a S$50 eCapitaVoucher.

CapitaLand’s IMM outlet mall will also debut as Shopee’s first virtual shopping mall in the second initiative, with the iconic IMM outlet shopping experience recreated on Shopee Singapore and Shopee Malaysia. Retailers will be provided with more online marketing opportunities that will benefit in-store sales at IMM through enhanced branding under one roof.

Participating retailers will enjoy marketing subsidies and incentives from CapitaLand and Shopee, with eligible retailers able to receive additional support from the Ecommerce Booster Package provided by Enterprise Singapore. IMM retailers who are authorised brand distributors in Malaysia will also be given support to set up their storefront on Shopee Malaysia with minimal fuss. More information of the IMM virtual mall will be made available in due course

“We are pleased to join forces with Shopee to offer our retailers more opportunities to engage with their customers digitally, while driving footfall to their physical stores through online marketing,” said Mr Chris Chong, Managing Director, Retail, CapitaLand Singapore. “By combining expertise and sharing resources with Shopee, we are confident of creating a mutually beneficial retail ecosystem that drives value creation for retailers and delivers differentiated customer experiences for shoppers.”

Mr Zhou Junjie, Chief Commercial Officer, Shopee, said: “We are pleased to work with CapitaLand to support their network of retailers in accessing more digital business opportunities and to help them unlock the full potential of e-commerce. We look forward to working closely with CapitaLand, tapping on its leading physical network to further equip retailers with the necessary resources and support to maximise the inherent value e-commerce has to offer.”

CapitaLand Limited (CapitaLand) is one of Asia’s largest diversified real estate groups. Headquartered and listed in Singapore, it owns and manages a global portfolio worth about S$134.7 billion as at 30 June 2020.

CapitaLand’s portfolio spans across diversified real estate classes which includes commercial, retail; business park, industrial and logistics; integrated development, urban development; as well as lodging and residential. With a presence across more than 220 cities in over 30 countries, the Group focuses on Singapore and China as its core markets, while it continues to expand in markets such as India, Vietnam, Australia, Europe and the USA.

Shopee is the leading e-commerce platform in Southeast Asia and Taiwan. It was launched in 7 markets in 2015 to connect consumers, sellers, and businesses in the region. Shopee offers an easy, secure, and engaging experience that is enjoyed by millions of people daily. It offers a wide product assortment, supported by integrated payments and logistics, as well as popular entertainment features tailored for each market.

Shopee is a part of Sea Limited (NYSE:SE), a leading global consumer internet company. In addition to Shopee, Sea’s other core businesses include its digital entertainment arm, Garena, and digital financial services arm, SeaMoney. Sea’s mission is to better the lives of consumers and small businesses with technology.