Frasers Property to connect rewards programme with NTUC Link and Shell for groceries, EV charging and more
The expanded loyalty ecosystem could increase footfall and cross-category spending at nine participating malls, potentially supporting tenant sales and suburban retail-space demand.
Frasers Property will connect its FRx rewards programme with NTUC Link and explore integration with Shell GO+, extending benefits across over 2,000 touchpoints.
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To expand the reach and value of its retail rewards programme, suburban mall owner Frasers Property Singapore is joining hands with FairPrice Group’s NTUC Link and energy giant Shell Singapore.
The separate partnerships will connect the organisations’ loyalty programmes. This will enable their members to earn and redeem rewards across groceries, F&B, retail, electric vehicle (EV) charging, and more.
At the same time, the tie-ups are expected to open up additional opportunities for more than 2,000 retailers across its mall network, Frasers Property said in a July 29 press release.
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Benefits are slated to roll out from 1Q2027 for Frasers Experience (FRx) and Link Rewards members, while initiatives under the Shell partnership are targeted to start towards the end of 2026.
“We are extending the value of our FRx ecosystem beyond retail into areas such as daily essentials and mobility,” said Adrian Tan, managing director of retail at Frasers Property Singapore.
“This creates more opportunities for members to earn and redeem rewards across a wider range of experiences, while helping our tenants reach a broader customer base, drive footfall and encourage cross-category spending,” he added.
When FRx combines with Link Rewards, shoppers will be able to access a broader range of rewards — at more than 2,000 grocery, dining, retail and lifestyle touchpoints islandwide, including nine participating malls operated by Frasers Property.
Karen Chan, chief customer and marketing officer, FairPrice Group, said that making Link Rewards available to FRx members will give them an additional way to be rewarded for their everyday spending at merchants at Frasers Property malls.
Frasers Property noted in the press release that there is “strong co-location advantage”, as its malls serve about half of Singapore’s populations while FairPrice Group has an extensive presence in grocery, food service, convenience and pharmacies.
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Separately, Frasers Property and Shell will explore opportunities to connect FRx and Shell GO+, the energy company’s loyalty ecosystem. This is to extend member benefits across EV charging and retail experiences.
The three-year partnership will also look into deploying Shell Recharge EV charging solutions at selected malls, as well as charging-related incentives and exclusive member offers.
Benefits include EV charging privileges, Shell and tenant promotions, complimentary parking for Shell Recharge users, and opportunities to earn rewards across both retail and mobility touchpoints.
The aim is to make EV ownership and charging more rewarding, the press release stated.
Doong Shiwen, general manager of Shell Mobility and Convenience Singapore, said: “Customers increasingly expect connected experiences that fit seamlessly into their daily lives. … We can explore new ways to reward Shell GO+ and FRx members, whether they are fuelling, charging, shopping or dining.”