Capistar loyalty scheme to broaden reach

CapitaLand is to expand its Capistar loyalty scheme into three more nations as the program’s membership surpasses 1.5 million.

CapitaLand properties in Malaysia, Japan and India will be included by the end of this year.

The Capitastar loyalty scheme is now benefitting 1.5 million members across 60 malls in Singapore and China where the program was launched in 2011 and 2013 respectively.

In those two markets, more benefits will be offered to members from this year. From May, Capitastar members in China can exchange Star$ for credits on a prepaid card, ‘Expresspay Card’ issued by Bank of China, in addition to the current gift redemption benefits.

The largest rewards programme by any mall manager in Singapore, Capitastar is available across 17 shopping malls in Singapore since 2011 and 43 malls in China since 2013. To date, shoppers in Singapore have redeemed more than S$1 million worth of CapitaVouchers through the Capitastar programme.

Jason Leow, CEO of CapitaMalls Asia, CapitaLand’s wholly-owned shopping mall subsidiary, said tenant retailers have been supportive of Capitastar.

“The rewards program is one way in which we add value to our tenants. It enables our tenants to better understand their customers through their purchase patterns and to tailor products to shoppers, who then get to enjoy more varied and customised experiences.

“We currently have over 7000 tenants participating in Capitastar in Singapore and China,” he said.