CapitaLand and Shopee partner again to help digitalise retail sector ahead of 11.11

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CapitaLand and Shopee Singapore have launched the second edition of the 11.11 campaign, creating an omnichannel experience to drive sales, traffic, and engagement for 29 retailers in eight CapitaLand malls over a period of three weeks from 22 October to 11 November 2021.

This year's 11.11 campaign marks CapitaLand's and Shopee’s ongoing commitment to empowering retailers to scale-up their digitalisation efforts. Retailers will be provided with online marketing avenues to diversify and build holistic, and sustainable retail strategies that cater to changing consumer needs. CapitaLand and Shopee will also be bringing back co-branded games from last year's 11.11 campaign. Participating physical stores include Toast Box, LiHO, Etude House and Giordano.

As part of Shopee’s continual effort to help stores digitalise through providing a more seamless payment option for users, over 880 brand outlets across 20 CapitaLand malls have since adopted the use of its digital wallet service ShopeePay. A Guess the Weight campaign will also run every weekend during the period, with CapitaLand and Shopee handing out up to SG$22,000 worth of vouchers. MARKETING-INTERACTIVE has reached out to CapitaLand and Shopee for additional information regarding the campaign.

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When the pandemic started, CapitaLand focused its efforts on creating omnichannel strategies that blend physical and online channels to support its retailers and engage shoppers in the new normal, said CapitaLand Investment's CEO of retail and workspace, Chris Chong. Chong added he was pleased with the outcomes of last year's campaign and is thrilled to extend its partnership with Shopee this year. "This will allow CapitaLand Investment to enhance retailers’ consumer outreach and further engage with the customers digitally while driving footfall to the physical stores through online marketing efforts," he explained.

Meanwhile, Shopee's chief commercial officer, Zhou Junjie, said the eCommerce firm has always been passionate about empowering its sellers and brand partners to unlock the full potential of eCommerce to succeed in today's digital economy. "Through this omnichannel integration, we hope to help retailers deepen engagement with new customers, through an exciting and rewarding experience," he added.

Both parties first unveiled the CapitaLand x Shopee 11.11 campaign last year, which integrated online and offline shopper engagement to drive sales, traffic and engagement for six CapitaLand malls through gamification. They included Bugis Junction, Bugis+, Junction 8, Plaza Singapura, Tampines Mall and Westgate. Shopee Singapore also offered up to SG$4 million worth of shopping, dining and accommodation perks in the Slice game on its app.

The partnership also saw CapitaLand's IMM outlet mall become Shopee's first virtual shopping mall, offering retailers more online marketing opportunities that will benefit in-store sales at IMM through enhanced branding under one roof. Shopee Singapore's head of marketing Tiger Wang, told MARKETING-INTERACTIVE previously that consumers today want more than just a transactional shopping experience. Increasingly, they search for more personalised, engaging, and social shopping experiences online.

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