VivoCity unveils upgraded loyalty programme with expanded catalogue

VivoCity has rebranded VivoRewards to VivoRewards+, an upgraded all-inclusive shopper loyalty programme with a host of new offerings and benefits for members. The highlight of the upgrade is the inclusion of a rewards catalogue where members can browse through and redeem from a plethora of rewards including shopping and discount vouchers, dining and lifestyle deals, mall vouchers, and parking credits. All existing VivoRewards members will be automatically enrolled in the VivoRewards+ programme. 

The programme will retain its “Shop.Snap.Upload” process of in-app receipt submission, and also the instant point awarding for shoppers who link up their VivoRewards+ and DBS account information. In the new programme, shoppers will be able to exchange their available VRPoints for an eligible reward eVoucher listed in the reward catalogue for use when they visit the mall. For the redemption of Mapletree Vouchers, shoppers will need to present their redeemed eVoucher at the mall’s Customer Service Counter on level 1 to receive a physical voucher for use at any participating store in the mall.

According to Gwen Au, VP for marketing communications, Mapletree Commercial Property Management, the newly-introduced in-app e-wallet will allow on-demand redemption of rewards and enable easy access for shoppers on the go. Shoppers will also be able to track their VRPoints history and available vouchers easily through the available app features. "We recognise that our shoppers come from a diversified age group with varying demographics. This has become the motivation behind the expansion of our rewards programme to effectively include everybody, enhancing the shopping experience for all who love VivoCity," she said to MARKETING-INTERACTIVE. 

For shopper-drivers who would like to use their VRPoints to offset parking charges instead, they can select "Parking Credits" under the list of rewards and redeem a desired value with their available VRPoints, and the redeemed parking credits will be instantly credited into the account balance of the vehicle registered under the member’s profile.

Au explained that since the mall introduced the carpark rewards programme, VivoCity has been studying and analysing user data and feedback to chart the programme's growth. "This led to the rebranding and digitisation of the programme into VivoRewards in 2018 and became the basis on which the mall built its systems to evolve into the full-scale shopper-loyalty programme that we recently launched, offering rewards to all shoppers, and not just shopper-drivers," she told MARKETING-INTERACTIVE. VivoCity did not comment on MARKETING-INTERACTIVE's queries regardingthe monetary value of the loyalty programme revamp and the business ROI.

In addition, VivoCity partnered DBS Bank to offer DBS and POSB cardmembers a fast-tracked channel to instantly earn their VRPoints. Shoppers who link up their VivoRewards+ account and their DBS PayLah! account and pay for purchases with their DBS or POSB cards will enjoy double VRPoints all year long, and four times VRPoints on all purchases made during their birthday month.

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