Metro Singapore partners with Eagle Eye to revamp tiered loyalty programme

Singapore – Premier department store Metro Singapore has announced a loyalty programme partnership with Eagle Eye, a SaaS and AI technology company providing loyalty, personalised promotions and omnichannel marketing solutions for retail, travel and hospitality brands.

The partnership comes as Metro, one of Singapore’s most established retail groups, embarks on a brand and loyalty refresh.

Under the agreement, Eagle Eye will support Metro in delivering core loyalty and promotions capabilities, including reinvigorating the brand’s tiered loyalty programme with new features and functionality designed to position it for future innovation.

Metro has been a retail institution in Singapore for 68 years, operating two physical stores, an eCommerce platform, and a marketplace locally, alongside a presence in Indonesia. The loyalty relaunch forms part of a broader brand refresh, aimed at elevating the programme through more curated rewards, tailored privileges, and an enhanced shopping experience. The updated programme is designed to reward existing customers while attracting new ones.

Through its refreshed loyalty experience, Metro is reinforcing its commitment to both existing and new customers with several new features. These include differentiated and promotional earn mechanics, where the programme retains a traditional tiered structure but now enables promotional earning campaigns that allow customers to boost points during seasonal periods or special windows.

The new programme will also offer a seamless omnichannel experience across in-store and online touchpoints, providing members with greater flexibility in how they earn and redeem rewards.

In addition, Metro is exploring behavioural rewards. This capability would allow the department store to reward customers for actions beyond transactions, such as sharing on social media after attending in-store events.

Powered by Eagle Eye, Metro’s loyalty programme is now flexibly positioned to adopt modern, AI-powered features aimed at driving revenue growth and enhancing customer engagement.

Henry Christian, head of loyalty, marketing and partnerships at Metro Singapore, said for the company, loyalty has always been about relationships, not just transactions.

“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,” he said. “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.”

He added, “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.”

Meanwhile, Aaron Crowe, head of revenue for APAC at Eagle Eye, said the partnership with Metro marks a significant step for the company in the region.

“We’re thrilled to celebrate this milestone with Metro Singapore as they reimagine their programme and elevate the retail experience,” he said.

“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,” he added.

The partnership further strengthens Eagle Eye’s presence in Singapore and across Asia, underscoring the company’s momentum in enabling real-time, personalised loyalty and promotions technology across the Asia-Pacific region.

Speaking about the partnership, Tim Mason, CEO of Eagle Eye, said, “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 programme.”

As part of its expanded tiered loyalty offering, Metro provides four membership tiers with increasing entitlements, including birthday discounts, higher earn rates, free parking, and access to exclusive, invite-only events.