When the COVID-19 pandemic struck, resulting in a shift in consumer shopping behaviour, mall tenants were hit hard, especially food & beverage. Placewise Asia Pacific’s client Frasers, pivoted their strategy around Makan Master, an exclusive digital F&B concierge service that would allow customers to pre-order meals and make quick cashless payments at participating food and beverage outlets.
Speed to launch was critical. Having worked with Frasers since 2010, Placewise Asia Pacific was selected to oversee the technical aspects of the project, providing an end-to-end CRM suite of services, including the earning and redemption of rewards, data tracking, and reporting. Other members of the Fraser launch team included digital agency Spoon Creatives, and food technology start-up Eunoia.
Fraser’s quick response paid off. Mobile app downloads and membership enrolment numbers, surpassed targets according to Frasers, and F&B orders quadrupled during the campaign.
Despite some tough competition, Placewise Asia Pacific earned two Bronze awards for their contribution to the campaign in the categories ofBest Loyalty Programme - Launch / Re-Launch and Best Loyalty Programme - Lifestyle from the 2020 Singapore Loyalty and Engagement Awards