Singapore – Metro Singapore has partnered with Eagle Eye to update its customer loyalty programme as part of a broader brand refresh. The collaboration introduces Eagle Eye’s loyalty and promotions technology to the department store group, supporting efforts to enhance customer engagement across both physical locations and digital channels.
Under the agreement, Eagle Eye will provide the core technology underpinning Metro’s refreshed loyalty programme, including enhancements to its existing tier-based structure. The updated platform is intended to support more flexible earning mechanics and promotional activity, while creating a foundation for future innovation as Metro Singapore develops its customer proposition.
The relaunch of Metro Singapore’s loyalty programme forms part of a broader repositioning strategy designed to offer more tailored rewards, differentiated benefits and a more consistent experience across channels, with the dual aim of retaining existing customers and attracting new audiences.
The partnership further strengthens Eagle Eye’s footprint in Singapore and the wider APAC region, reflecting continued demand from retailers for real-time, personalised loyalty and promotions capabilities. For Metro, the collaboration supports its ambition to evolve its loyalty proposition in line with changing consumer expectations while reinforcing its long-term omnichannel growth strategy.
“The launch of Treasured by Metro marks an important step forward in how we recognise and reward that loyalty, allowing us to engage our customers in more meaningful and personalised ways,” Henry Christian, head of loyalty, marketing and partnerships at Metro Singapore, shared.
“We chose Eagle Eye as our loyalty technology partner for their strong retail expertise and customer-centric approach. Together, we are building a smarter, more connected loyalty ecosystem that places our customers at the core and supports Metro’s long-term omnichannel growth.
The renewed programme supports variable and promotional points accrual during defined periods, enabling Metro Singapore to run targeted campaigns linked to seasonal activity or specific events. It also delivers a unified experience across in-store and online environments, allowing members to earn and redeem rewards regardless of channel.
“We’re thrilled to celebrate this milestone with Metro Singapore as they reimagine their program and elevate the retail experience,” Aaron Crowe, head of revenue of APAC at Eagle Eye, stated.
“As retail in Asia continues to evolve at a remarkable pace, this partnership reflects our shared commitment to innovation and our passion for helping businesses stay relevant to their customers.”
Metro Singapore is also assessing options to recognise non-transactional customer actions, such as engagement linked to events or digital activity, alongside traditional purchase-based rewards. The technology architecture is designed to be extensible, enabling the introduction of advanced, data-driven features over time.
