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New CapitaCard promotes mall loyalty

CapitaLand Mall Asia, CapitaLand’s wholly owned shopping-mall business, and American Express have launched the American Express CapitaCard – the first multi-mall loyalty credit card in Singapore.

Backed by CapitaLand’s rewards program CapitaStar, CapitaCard members can earn Star$ reward points that can be exchanged for CapitaVouchers for shopping and parking privileges in participating CapitaLand malls.

Under this strategic partnership, more than 2000 retailers in 15 malls also stand to benefit from the companies’ combined efforts to drive shopper traffic, increase sales and encourage repeat spending.

“Rewarding American Express CapitaCard spending with Star$ will not only strengthen CapitaStar as CapitaLand’s key customer engagement platform, but also our efforts to integrate our physical malls with the online world,” says CapitaLand Mall Asia CEO Jason Leow.



“Not only is CapitaStar well positioned to grow from its current membership base of 2.8 million shoppers across Asia, including about 800,000 in Singapore, this partnership will also broaden American Express’ reach in Singapore.

“American Express has a unique business model with aggregated data insights that provides value for cardmembers, merchants and its partners, including CapitaLand. This partnership creates a win-win ecosystem to benefit both our shoppers and retailers.”

“CapitaLand has a yearly shopper traffic of 350 million across 15 malls, and this collaboration will help us reach out to a wider segment of Singaporeans,” says American Express Singapore country manager Cheng Heng Chew.

Card users are rewarded for spending both within and outside the 15 participating CapitaLand malls in Singapore. They earn 15 Star$ for every S$1 (US75c) spent on their CapitaCard at participating mall retailers, and an extra five Star$ if they scan the receipts of their purchases using the CapitaStar app or self-service kiosks. This translates to 20 Star$ per S$1 when they shop in CapitaLand malls – four times the rewards now offered CapitaStar members.

Every 5000 Star$ can be exchanged for a S$5 CapitaVoucher.

CapitaCard members will also be given three hours of complimentary parking in participating malls each day when they spend at least S$1200 a month. They can also access privileged parking at reserved bays when spending at least S$1800 a month.

CapitaCard members will be given a welcome bonus of 20,000 Star$ when they make their first transaction, and those who spend at least S$888 within the first six months will earn an extra bonus of 30,000 Star$.

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