Metro Singapore partners Eagle Eye on loyalty revamp

Metro Singapore has signed a partnership with loyalty and promotions software provider Eagle Eye as the department store group refreshes its brand and customer loyalty offer.

The companies said Metro will use Eagle Eye's platform for core loyalty and promotions. Metro is relaunching its tiered loyalty scheme under the name Treasured by Metro.

Metro said it has traded in Singapore for 68 years. It operates two physical stores, an eCommerce platform and a marketplace in Singapore. The group also has a presence in Indonesia.

Loyalty refresh

The partnership centres on an update to Metro's tiered loyalty structure. Metro said the new version adds promotional earning options during selected periods. It also covers earning and redemption across in-store and online channels.

Metro also said it is exploring rewards based on customer behaviour beyond purchases. It gave examples such as sharing on social media after attending in-store events.

Metro said its membership structure has four tiers. The company listed entitlements that include birthday discounts, higher earning rates, free parking and access to invite-only events.

Henry Christian, Head of Loyalty, Marketing & Partnerships, Metro Singapore, linked the relaunch to Metro's broader brand work.

"As a family brand built on trust across generations, it is important to us that our customers feel genuinely valued for the loyalty they show us," said Henry Christian, Head of Loyalty, Marketing & Partnerships, Metro Singapore.

"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," said Christian.

"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," said Christian.

Regional push

Eagle Eye described the deal as part of its expansion in Singapore and across Asia-Pacific. The company sells software for loyalty programmes, personalised promotions and marketing across channels.

Aaron Crowe, Head of Revenue, APAC, Eagle Eye, said the Metro agreement matters for the company's regional footprint.

"We're thrilled to celebrate this milestone with Metro Singapore as they reimagine their program and elevate the retail experience," said Aaron Crowe, Head of Revenue, APAC, Eagle Eye.

"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. This launch marks an exciting step forward in strengthening our presence across the region," said Crowe.

Eagle Eye Chief Executive Tim Mason also commented on Metro's position in the local market and its recent activity with other retailers.

"We're proud to partner with such an important institution of Singapore's retail sector. Metro is evolving at pace on many fronts. It was great to see their recently launched collaboration with Shinsegae. We are excited to support them in their evolution and to assist them with their loyalty program," said Tim Mason, CEO, Eagle Eye.

The companies said the work will focus on loyalty and promotions as Metro rolls out Treasured by Metro across its channels.