Frasers Property Singapore has announced strategic partnerships with NTUC Link and Shell Singapore to enhance its Frasers Experience (FRx) rewards programme. The collaborations, formalised through Memorandums of Understanding at the Retail Spark! 2026 event, aim to connect FRx with Link Rewards and Shell GO+, expanding the rewards ecosystem across over 2,000 retail touchpoints.
The partnerships are set to engage approximately 4 million memberships, including over 1 million FRx members and 2.4 million Link Rewards members. The collaboration with NTUC Link will integrate FRx with Link Rewards, offering access to grocery, dining, retail, and lifestyle experiences across nine Frasers Property malls. This initiative leverages the co-location advantage of Frasers Property’s malls and FairPrice Group’s extensive network.
Separately, the partnership with Shell will explore integrating FRx with Shell GO+, focusing on EV charging and retail experiences. This includes deploying Shell Recharge EV charging solutions at selected malls and offering exclusive member benefits such as EV charging privileges and complimentary parking.
Adrian Tan, Managing Director of Retail at Frasers Property Singapore, stated, “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.”
The benefits for FRx and Link Rewards members are expected to roll out from the first quarter of 2027, with Shell-related initiatives commencing later in the year. These collaborations align with Frasers Property’s community-first retail strategy, aiming to enhance accessibility and sustainability across its portfolio.
