CapitaLand Managing Director Chris Chong (middle) demonstrating the Slice game at Skin Inc, a participating retailer on Shopee Singapore and eCapitaMall. The campaign aims to empower retailers to cater to the changing consumer needs in an ever-evolving retail landscape. Image: CapitaLand

CapitaLand and Sea, the parent company of Shopee, have convened the Alliance for Action, under the Emerging Stronger Taskforce, to help prototype ideas on Singapore’s retail sector.

Co-led by Lee Chee Koon, Group CEO of CapitaLand Group and Ye Gang, Group COO and Co-Founder of Sea, the alliance will 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 collaboration kicks off with the commencement of the CapitaLand x Shopee 11.11 campaign to drive sales, engagement and traffic for six CapitaLand malls via gamification. Participating brands include Skin Inc, Linen Gallery, Zaffron Kitchen and many more.

“This campaign signifies both Shopee’s and CapitaLand’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,” said the two companies in a joint release on Monday (26 October).

The second initiative of the alliance involves the re-creation of IMM outlet shopping experience on Shopee Singapore and Shopee Malaysia.

“As part of CapitaLand’s commitment to help our retailers adapt to the new normal, we are focused on creating a holistic retail ecosystem integrating offline-and-online sales channels. In addition to operating our twin digital platforms eCapitaMall and Capita3Eats, 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 Chris Chong, Managing Director of Retail at 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.”

Shopee Chief Commercial Officer Zhou Junjie, on the other hand, shared that Shopee has always been passionate of nurturing and empowering “sellers and brand partners to build sustainable e-commerce strategies that prime them for success in today’s digital economy”.

“In Singapore alone, we see tremendous potential and value in helping more retailers to kickstart and scale up their digitalisation efforts. 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,” he said.

Source: CommercialGuru, 27 Oct 2020