With an average of 4 million monthly visitors, Jurong Point is the largest suburban mall in Singapore. Accumbens Networks, the consumer engagement agency supporting Jurong Point’s advances in mobile commerce, developed Cevello Suite as a customer engagement software solution to enable targeted, multichannel retailing for its clients.
My JP, available for download from the iTunes AppStore, was designed to provide users and retailers with real-time information and interactive tools for mobile commerce, including an in-mall navigation map with point-to-point mobility routing; integrated Facebook functionality for users to like, share and comment on store items; shopper behaviour analytics based on campaigns, events and transactions; and personalised deals and promotions based on users’ shopping profiles.
Integration with Passbook, slated for end-November, will also facilitate mobile redemption of promotions and offers for the mall-wide customer relationship management (CRM) programme while providing retailers with valuable consumer data and insights on purchasing habits.
This project was supported by the Mobility Solutions Call-for-Collaboration (CFC), led by the Infocomm Development Authority of Singapore (IDA) in collaboration with SPRING Singapore, the Singapore Tourism Board (STB) and NTUC’s Employment and Employability Institute (e2i).
The CFC, issued in June 2011, aimed to spur the delivery and adoption of mobility solutions across four key customer-facing sectors: retail, food & beverage, hotels and attractions.
“Today, smart mobile devices have changed the way consumers and enterprises communicating, accessing information and transacting, said Andrew Khaw, senior director, Industry Development Group of the Infocomm Development Authority of Singapore (IDA).
"The Mobility Solutions CFC accelerates the opportunity for Singapore enterprises to enjoy the benefits of such devices, for example, enhanced customer experience, deepened customer loyalty and improved operational efficiency," he added. "‘My JP’ exemplifies how technology delivers an enhanced shopping experience via a unified mobile app for shoppers.”
Phase two development for the app is currently underway to include a car park locator and mobile social CRM programme. My JP for Android is also slated to launch later this year.