Since its opening in 2019, Jewel Changi Airport (Jewel) has welcomed millions of local and international visitors and captured widespread global attention. The multi-faceted destination features an iconic architecture marvel, offers a shopping and dining experience that is seamlessly integrated with lush greenery, a strong tenant mix of new and well-established brands, as well as Jewel-exclusive concepts and merchandise. Over the past two years, although travel curbs due to Covid-19 limit foreign visitorship to Singapore, Jewel continues to see a significant uplift in local visitors.
As Jewel continues to seek out new-to-market brands and new-concept stores which brings novelty to the Jewel experience, Jewel also has in place numerous unique initiatives, such as Jewel Double Rewards, Jewel Privileges Programme and the Attractions annual pass membership programme (PlayAtJewel), to serve different visitor segments. These programmes, supplemented with year-round marketing promotions and close collaboration with retail and F&B partners, bring value to visitors while also spurring spend and supporting the businesses in Jewel.
Jewel Double Rewards
Jewel’s loyalty programme, Jewel Double Rewards, has grown in popularity among its visitors as seen by an increasing shopper base and spend. The programme allow members of Changi Airport’s Changi Rewards and CapitaLand’s CapitaStar rewards programmes who link both accounts, to enjoy perks from the two programmes in a single shopping or dining transaction at Jewel. It is the only mall in Singapore where shoppers are rewarded twice in a single transaction. In addition, Double Rewards shoppers who are Changi Rewards Platinum members can expect to receive up to 3.5% cash rebate on their spend, which is the highest mall cashback rewards in Singapore.
Changi Rewards is Changi Airport’s loyalty programme that rewards visitors when they patronise Changi Airport, Jewel, or shop on its e-commerce platform iShopChangi. It offers a three-tier membership: Member, Gold, Platinum – where members can enjoy greater returns and more privileges as they move up the tiers. Members also enjoy GST-absorbed purchases at Changi Airport’s public areas. CapitaStar on the other hand, is a single-tier membership that rewards shoppers for purchases made at participating retailers across CapitaLand Malls. These earned points, rewarded instantaneously for the same purchase, can be accumulated, and redeemed for digital cash vouchers (Changi Airport’s e-Voucher Flexi or eCapitaVoucher) to offset future purchases at most retail and dining outlets at Jewel.
There are plans for the programme to be extended to include points issuance for Jewel attraction tickets purchased on-site at Jewel’s Concierge counters, stretching the rebate value to visitors as they shop, dine and play at Jewel.