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Main Feature Marketing APAC

Top Stories for April: New payment feature in SG nabs top spot

This April, we have a new payments feature, a fresh creative leadership as well as an empowering campaign on gender inclusivity coming out as our top stories.

For the first time, a story from New Zealand enters the list – a web code developed by a telco and shared through a moving creative campaign. 

A rewards and discovery platform in Singapore has also launched a new payment feature that offers something new through its fresh payment process. 

Meanwhile, the Indian arm of a global communications network has named a new creative leader.

Top 3: Spark to make the internet more inclusive with launch of web code campaign

Spark releases new web code to urge all websites to ‘see all genders’

To kick off this month’s Top Stories is a unique proposition to ‘see all genders’ online: a web code released by New Zealand telco Spark, with creative campaign done by Colenso BBDO. 

With our society being more open and inclusive, there is stronger call for every part of our daily lives to align with this inclusivity. One of those areas is the gender selection on forms online, where traditionally, they are fixated on the choices of male and female. 

Speaking about the campaign, Frith Wilson-Hughes, brand lead partner at Spark New Zealand, said that their campaign direction has been inspired by their company’s motive to use data in a much more healthy way, which will benefit New Zealanders in general, including promoting diversity and inclusion.

“It does seem to be like a simple thing, but one of the things that we have made clear on our [campaign] site is that it’s not just about changing the code, it’s about looking at how you treat people with different genders holistically,” she said.

She also noted that their campaign site featured resources that companies and organisations can use to integrate the code into their website. This is aimed at educating them on the importance of diversity and inclusion and not overwhelming them.

Top 2: dentsu India names new creative leaders for Isobar and Taproot Dentsu

Dentsu India unveils two new appointments in creative leadership

Coming out on our top stories is the fresh appointment of Aalap Desai and Titus Upputuru as its new chief creative officer and national creative director respectively for Taproot Dentsu. Desai, who will carry the role for both Taproot Dentsu and Isobar, sat down with MARKETECH APAC and shared what he thinks has been the biggest change in brands over the pandemic. 

Without a doubt, Desai said it’s them going digital. 

“In the past 2 years, I think COVID has expedited the interaction element in every brand. Because everyone is at home, we had to shift to digital, and that’s the biggest change in the brand narrative that I’ve seen,” said Desai. 

He shared that the good thing is, over at dentsu, ‘digital’ has been an ongoing conversation. Brands are now more open to exploring, however, Desai points that their understanding can be limited. 

“We’ve also started upselling things, and brands have also started buying them. For example, [something] like a legacy Indian brand getting into a metaverse conversation,” he shared. 

Top 1: ShopBack launches new ShopBack Pay

ShopBack unveils new payment feature in Singapore

Landing on the Top 1 is the recent launch of ShopBack’s cashless payment feature Shopback Pay, which at its core, eliminates the process of topping up funds, instead enables to directly pay in the ShopBack app with only the linked payment method.

In an interview with Julian Foo, head of payments at ShopBack, he shared that the main idea behind Shopback Pay is primarily overcoming the adversities that consumers and merchants faced during the COVID-19 pandemic. 

“I think in terms of what we saw, in our user base and surveys, it was that consumers actually had quite a fair bit of cashback, right, in the shop bank account. On average, we see about like, $200 worth of cash in every customer’s account, which is actually not doing anything at this point in time. So then we ask ourselves, hey, what can we do to help the users actually use their cashback? And for us, it was quite simple. What if we developed a payment method that allowed users to burn the cashback that they had earned online,” Foo said.

He added, “With this product innovation, I think it really allowed users to see an additional use case of earning cashback on shopping, where they can now use their cashback to burn at the merchants.”

Foo also shared that their primary goal has always been making the consumer experience convenient and rewarding.

Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Top Stories, now live on our YouTube channel.

Rankings are based on Google Analytics from the period of 16 March to 15 April.

Categories
Platforms Featured Southeast Asia

ShopBack unveils new payment feature in Singapore

Singapore – Singapore-based shopping and rewards platform ShopBack, has launched ShopBack Pay, a cashless payment feature to make payments more convenient and rewarding for consumers.

In a single app, consumers can now pay it their way by linking their favourite payment methods and making their in-store purchases easily, as well as stack additional cashback on top of rewards from their preferred payment method.

The new feature excludes the need for users to top up funds on ShopBack Pay, instead allowing them to simply link their preferred payment method (Mastercard, Visa, or GrabPay) available on the ShopBack app, and in-store payments will be directly debited from the linked payment method in real-time.

On top of the cashback offered by ShopBack Pay merchants, users will also receive rewards from their preferred payment methods, such as credit card benefits and the ability to earn GrabRewards points. ShopBack Pay’s QR scan and pay feature, which is available on its app, will allow users to make payments at physical stores as well. 

Julian Foo, head of payments at ShopBack, shared, “Our goal at ShopBack has always been to add value to and shape one’s shopping experience with ShopBack Pay, right from the start when users easily discover merchants on the app to making their payments with cashback as a loyalty scheme.” 

Kanika Maheshwari, head of consumer segment at Grab Financial Group Singapore, commented, “We want to provide the most rewarding and convenient payment experience to our GrabPay users by enabling the widest range of online and offline payment methods, as well as helping them maximise the value out of every dollar they spend. Through this collaboration, GrabPay users can not only earn GrabRewards points from their transactions, but also gain additional cashback incentives via ShopBack Pay.”

The ShopBack Pay feature, which has onboarded over 3,000 merchants since its pilot launch on January 17, will be available to ShopBack’s 2 million users. In addition, ShopBack has partnered Grab to drive the use of GrabPay on ShopBack Pay so users can maximise the cashback benefits and rewards from both platforms. 

Furthermore, ShopBack Pay users will receive a $2 incentive reward on their first ShopBack Pay transaction linked to GrabPay from March 8 until May 31, 2022. During the same time period, first-time ShopBack Pay members will receive 100% cashback on their first transaction, with a $5 minimum expenditure and a $5 maximum cashback. Existing ShopBack users are also eligible for this offer.