STAR$ Treatment at CapitaMalls
New, easy-to-use and card-less CAPITASTAR programme gives shoppers rewards on top of all rewards
Issue: Mar 2012
The CAPITASTAR rewards programme is the new star of CapitaMalls Asia, designed to reward shoppers every time they shop
Shop at any of the 12 participating CapitaMalls in Singapore that are part of the CAPITASTAR programme and you will be richly rewarded.
On top of its existing CapitaCard loyalty programme, CapitaMalls Asia (CMA) has rolled out a new card-less rewards system. Introduced in December last year, the CAPITASTAR rewards programme allows shoppers to enjoy benefits on top of existing rebates from CapitaCard and other rewards at 12 CapitaMalls: Bugis Junction, Bukit Panjang Plaza, Clarke Quay, Funan DigitaLife Mall, IMM, Junction 8, Lot One, Plaza Singapura, Raffles City Singapore, Rivervale Mall, Sembawang Shopping Centre and Tampines Mall. The CAPITASTAR programme offers members STAR$ whenever they make a purchase in any of the abovementioned CapitaMalls*. The accumulated STAR$ can be exchanged for CapitaVouchers to be used at CapitaMalls in Singapore. In short, shoppers get more value with CAPITASTAR.
“CAPITASTAR is our way of thanking and rewarding shoppers for shopping at CapitaMalls. With 12 participating CapitaMalls, this is the largest rewards programme by any mall manager in Singapore,” said
Mr Lim Beng Chee, CEO of CapitaMalls Asia.
Added Mr Simon Ho, CEO of CapitaMall Trust Management Limited, “We want to know our shoppers better. As we get to know our shoppers really well, we will be able to provide all the services that they need so that our malls can continue to be relevant and attract shoppers.”
Stellar Ideas to Get Shoppers Started
The idea for CAPITASTAR originated from Mr Lim who wanted a CMA group-wide shopper loyalty programme. It took the team six months to work out all the details and mechanics to devise a sophisticated system that would make it effortless on the part of the shoppers to record and retrieve STAR$.
Sign up to be a member of CAPITASTAR through the self-service kiosk, a mobile app or www.capitastar.com
Like many of CapitaLand’s initiatives, CAPITASTAR is a green programme because it is a card-less system. To enjoy the benefits, shoppers simply need to sign up as members via the CAPITASTAR website (www.capitastar.com), at any of the 41 CAPITASTAR self-service kiosks found within participating CapitaMalls, or by using a CAPITASTAR app for iPhones and iPads.
Once you become a member, the fun begins. Spend a minimum of S$20 and you can begin to earn STAR$. Every dollar spent at supermarkets and food courts earns you one STAR$. Every dollar spent at other stores gets you five STAR$. You can accumulate up to 1,000 STAR$ a day. Every 5,000 STAR$ will enable you to redeem a S$5 CapitaVoucher.
As CAPITASTAR is a card-less system, your spending is recorded every time you scan your receipts at the self-help kiosks or upload the images of your receipts into your account at the CAPITASTAR website. Making use of new platforms and technology, iPhone and iPad users can use the CAPITASTAR app to upload a picture of their receipts to earn STAR$.
A Constellation of Rewards
To attract new subscriptions and participation in CAPITASTAR, a total of 220 million STAR$ will be given away through Monthly Draws and a Grand Draw in 2012. Each month, 100 winners will walk away with 100,000 STAR$ each. The Grand Draw will see 100 winners awarded one million STAR$ each. Every S$20 spent at the participating malls gives you one chance at the draw.
CAPITASTAR self-help kiosks are strategically located for shoppers to scan their receipts to earn STAR$
CAPITASTAR ambassadors rewarding our shoppers when they register at our mall using iPad
At the soft launch of CAPITASTAR last December, CMA conducted a lucky draw called “Shopping Is On Us”. Designed to attract shoppers to sign up as CAPITASTAR members, 100 winners were picked. Each of the winners won the amount they spent, as stated on their receipts, in the form of CapitaVouchers. Those who charged their purchases using CapitaCard won double the amount spent.
“CAPITASTAR is one of the best loyalty programmes I’ve ever joined. The kiosk is user-friendly and even my children know how to scan the receipts. Furthermore, I can easily earn STAR$ across participating CapitaMalls which are all very accessible,” said Norashikin Sahali, a winner of the “Shopping Is On Us” lucky draw.
“It is a surprising and amazing gift from CAPITASTAR for the new year 2012! I can’t wait to shop using CapitaVouchers,” said Rachel, another lucky draw winner.
“I am delighted to win S$1,000 worth of CapitaVouchers in this lucky draw. Thank you CAPITASTAR for the extra rewards on top of CapitaCard,” said Karen.
More than 1,800 stores across the 12 participating CapitaMalls in Singapore are part of CAPITASTAR’s rewards programme. Plans are afoot to share with retailers insights about shoppers gained from the programme to help better serve the needs of the shoppers. Plans to organise joint-promotional activities with participating CAPITASTAR retailers are also well under way.
With its value offerings and benefits, it is no wonder that CAPITASTAR has created a buzz for everyone, from shoppers and retailers to CMA’s very own employees. The popularity of the new programme is evident. Even CMA’s customer service officers on the ground have also taken the initiative to actively promote the programme.
Exciting, easy to use, and rewarding for all - CAPITASTAR is yet another brilliant idea from CMA and a shining example of how the Group puts its people first credo into real action.
*Terms and conditions apply.