CapitaLand Malaysia Mall Trust | Annual Report 2020

MARKETING & PROMOTIONS PORTFOLIO-WIDE ACTIVITIES In 2020, we continued to invest in marketing support initiatives to focus on building shopper and tenant loyalty in the midst of COVID-19. In view of the pandemic, we accelerated digital adoption among tenants to enhance sales while providing shoppers with a safe and convenient experience to shop in CMMT malls. CAPITASTAR CapitaStar is CapitaLand’s multi-store, multi-mall loyalty initiative that offers shoppers with additional benefits over and above existing credit card and store rewards. All CMMT malls participate in this card-less loyalty programme. The CapitaStar app had been enhanced with new features to provide shoppers with a seamless and contactless engagement. These features include: Secret Deals Aside earning STAR$®, CapitaStar members were also rewarded with instant seasonal electronic vouchers and special gift redemptions upon the successful uploading of their receipts through the app. Electronic Voucher From November 2020, CapitaStar members are able to redeem electronic vouchers worth RM10 and RM50 using their STAR$® and utilise the vouchers across more than 150 outlets in CMMT’s portfolio. Seamless Parking Rebates Across CMMT’s portfolio of malls, all the carpark payment machines have been upgraded with a seamless parking rebate feature which allows CapitaStar members to redeem parking rebates using their STAR$® and redeem parking rebates in various denominations of up to RM10. CASH BACK NOW As part of themarketing efforts to support tenants’ business recovery during the Recovery Movement Control Order period and fortifying the membership of CapitaStar, the Cash Back Nowcampaignwas organised in July 2020. With a minimum spend of RM50 in a single receipt, CapitaStar members received an instant rebate worth RM5 for their subsequent purchase. The month-long campaign helped to drive shoppers to the malls and encourage in-store spending. GRABMART MIX & MATCH CapitaLand and CMMT jointly collaborated with Grab in its digital approach to provide a safe and convenient shopper experience experience and is one of the omnichannel retailing strategies to expand our reach to more shoppers. In line with CapitaLand’s shift towards a safe and contactless shopping experience, shoppers can now enjoy the convenience of shopping at CMMT malls digitally. Shoppers can mix and match their orders from different stores in the same mall and have the orders delivered to them by paying one delivery fee. The Cash Back Now campaign was organised to boost tenant sales and reward shoppers 59 BECAUSE TOMORROW MATTERS