On 29 July 2026, Frasers Property Singapore announced separate strategic partnerships with NTUC Link and Shell Singapore to expand the reach and value of its Frasers Experience (FRx) programme. By connecting FRx with Link Rewards and Shell GO+, the partnerships will unlock new ways for members to earn and redeem rewards across everyday essentials, lifestyle spending, and mobility touchpoints, opening up additional opportunities for over 2,000 retailers across its mall network.
Together, the partnerships have the potential to engage a combined membership ecosystem of approximately 4 million, benefitting over 1 million FRx members, 2.4 million Link Rewards members, and both petrol and electric vehicle (EV) owners in Singapore who are members of the Shell GO+ and Shell Recharge programmes.
The partnerships were formalised through two Memorandums of Understanding (MOUs) signed at Retail Spark! 2026, Frasers Property Singapore’s annual tenant appreciation event. Through these partnerships, the company aims to drive repeat visits, increase cross-category spending, and create more opportunities for tenants to engage and retain customers across its mall network.
Connecting everyday essentials with lifestyle experiences
Under the MOU, Frasers Property Singapore and NTUC Link will connect FRx with Link Rewards, giving members access to more than 2,000 grocery, dining, retail and lifestyle touchpoints islandwide, including nine participating malls operated by Frasers Property Singapore.
The collaboration builds on the strong co-location advantage between Frasers Property Singapore, Singapore’s largest suburban retail mall owner whose malls serve about half of the nation’s population, and FairPrice Group’s extensive presence across grocery, food service, convenience, and pharmacy touchpoints islandwide.
By combining two of Singapore’s leading loyalty programmes, the partnership connects shoppers to a broader range of rewards across everyday essentials, retail, dining, and lifestyle experiences.
Extending rewards into mobility
Separately, Frasers Property and Shell will explore opportunities to connect their loyalty ecosystems, FRx and Shell GO+, to extend member benefits across EV charging and retail experiences.
The three-year partnership will look into deployments of Shell Recharge EV charging solutions at selected malls, alongside 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, creating a seamless "drive, charge, shop, and earn" journey.
The partnership aims to make EV ownership and charging more rewarding, while creating new opportunities for shoppers to conveniently earn and redeem value across both retail and mobility experiences.
Mr Adrian Tan, Managing Director, Retail, Frasers Property Singapore, said, "Through strategic partnerships with NTUC Link and Shell, we are extending the value of our FRx ecosystem beyond retail into areas such as daily essentials and mobility. 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. Ultimately, this reinforces our vision of our malls as vibrant community destinations that create meaningful value for consumers, retailers and partners."
Ms Karen Chan, Chief Customer and Marketing Officer, FairPrice Group, said, "We are excited to partner with Frasers Property Singapore to make Link Rewards available to FRx members, giving them an additional way to be rewarded for their everyday spending at merchants under Frasers Property malls. By earning Linkpoints across participating malls, they can enjoy rewards across our growing network of dining, entertainment, retail and lifestyle brands, as well as FairPrice Group’s extensive network of everyday touchpoints. Together, we hope to elevate the shopping experience, bringing greater value and making everyday moments a little better.”
Mr Doong Shiwen, General Manager of Shell Mobility and Convenience Singapore, said, “Customers increasingly expect connected experiences that fit seamlessly into their daily lives. Our collaboration with Frasers Property Singapore gives us an opportunity to create more connected experiences across mobility and retail, making everyday journeys more convenient and rewarding. By combining the strengths of our respective loyalty programmes, we can explore new ways to reward Shell GO+ and Frasers Experience members whether they are fuelling, charging, shopping or dining.”
The benefits for FRx and Link Rewards members are expected to roll out from 1Q 2027, while initiatives under the partnership with Shell are targeted to commence towards the end of the year. Details will be shared at a later date.
Advancing a community-first retail strategy
These collaborations build on Frasers Property Singapore’s community-first retail strategy, which envisions its malls as social hubs where people can meet everyday needs, build connections, and feel a sense of belonging. Through inclusive design, technology, and strategic partnerships, the company continues to enhance accessibility, community engagement, and sustainability across its retail portfolio.
Initiatives such as digital wayfinding, Calm Hours, Dementia Go-To Points, and FRx50+ support diverse community needs, while collaborations with organisations including Lions Befrienders, DBS Foundation, CIMB Singapore, Community Chest, SG Enable, and The Food Bank Singapore strengthen social impact.
Frasers Property Singapore also promotes more sustainable lifestyles through initiatives such as its Green Coded campaign and collaborations with SP Group on renewable energy and energy-efficient solutions, reinforcing its commitment to creating inclusive, future-ready spaces for the communities it serves.
