Singapore’s iconic Metro department store reinvents customer loyalty

Author: Aaron CroweHead of Revenue, APAC, Eagle Eye

Metro Singapore, one of Singapore’s most established retail groups, has embarked on a brand and loyalty refresh, partnering with leading SaaS and AI technology company Eagle Eye to support the journey.

Metro has been a retail institution in Singapore for 68 years, with two physical stores, an eCommerce platform, and a marketplace in Singapore, as well as a presence in Indonesia.

The loyalty relaunch comes as Metro embarks on a broader brand refresh, aiming to elevate its loyalty programme by offering members more curated rewards, tailored privileges, and an enhanced shopping experience. The new programme is designed to deliver great rewards to its existing customer base while attracting new ones.

Expanding its tiered loyalty program, Metro offers four tiers for members to enjoy with increasing entitlements, including birthday discounts, higher earn rates, free parking, and access to exclusive, invite-only events.

The agreement will see Eagle Eye supporting Metro in providing core loyalty and promotions, including reinvigorating the brand’s tiered loyalty programme with new abilities and functionality that position the programme for future innovations.

Through its updated loyalty experience, Metro is demonstrating its commitment to both existing and new customers with a number of features, including:

• Differentiated and promotional earn: This programme maintains a traditional tiered structure but now has the ability to run promotional earning campaigns, wherein customers could boost points earning during seasonal periods or special windows.
• Omnichannel access: This new programme offers a seamless experience in in-store and online channels, providing members with greater flexibility in how they earn and redeem rewards.
• Exploring behavioural rewards: Metro is actively exploring the ability for behavioural earn, which would allow the department store to reward customers for actions beyond just transactions, like sharing in social media after attending in-store events.
• Expandability: Powered by Eagle Eye, Metro’s loyalty programme is now flexibly positioned to take advantage of modern, AI-powered features that drive more revenue and delight customers further.

Henry Christian, Head of Loyalty, Marketing & Partnerships at Metro Singapore, said for the company, loyalty has always been about relationships, not just transactions. “As a family brand built on trust in 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.”

How Metro is using technology to strengthen loyalty

According to Christian, at its core, the AIR platform from Eagle Eye connects customer data from Metro’s systems (offline and online) into a single, secure loyalty engine.

“We chose Eagle Eye as our loyalty technology partner for their strong retail expertise and customer-centric approach,” he says. “It analyses shopping behaviour, what customers buy, how often they shop, and how they engage with Metro.”

“Based on this, it decides who should get which reward or message, when, and through which channel. All of this happens automatically in real time, not relying on manual campaigns or blanket promotions.”

“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.”

Front end: What customers see

• Customers simply experience a more relevant loyalty programme: Simple yet aspirational
• They receive personalised rewards, offers, and communications that feel timely and meaningful.
• The programme is easy to use, intuitive, and consistent in touchpoints (in-store and online).

“Importantly, customers don’t see ‘technology’, they feel recognised, valued, and of course…treasured,” Christian explains.

Impact of Metro’s loyalty transformation on wider industry

Christian notes retail and department stores have increasingly been drawn into a cycle where incentives are almost always synonymous with price cuts and discounts. This has trained customers to wait for promotions and not engage meaningfully with brands.

Through its new loyalty programme, Metro is deliberately shifting the focus from transactional discounting to deeper, more sustainable customer engagement.

“The partnership lets Metro reward customers in ways that go beyond price, including recognition, relevance, and experiences that reflect genuine loyalty,” Christian adds.

Trends the new partnership envisions setting

• Personalisation at scale, using real customer behaviour not assumptions.
• Real-time decisioning instead of static, pre-planned campaigns.
• Loyalty platforms that integrate seamlessly into existing retail ecosystems.
• A stronger focus on customer lifetime value not short-term sales uplift.

“Our partnership demonstrates that retailers can use technology to build emotional connection and long-term value, not just drive short-term sales,” Christian says. “More broadly, it challenges the industry to rethink loyalty as a relationship, not a race to the lowest price.”

“We’re thrilled to celebrate this milestone with Metro Singapore as they reimagine their programme and elevate the retail experience,” Aaron Crowe, head of revenue, APAC at Eagle Eye, 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. The launch marks an exciting step forward in strengthening our presence in the region.”

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

Author: Aaron CroweHead of Revenue, APAC, Eagle Eye