Retail in Asia

In Trends

Singapore’s Clarke Quay launches mobile commerce with Sprooki

Singapore’s historical riverside quay Clarke Quay and Asia’s first location-based mobile commerce service Sprooki on Wednesday launched an initiative to provide dining, beverage and lifestyle offers to local patrons of Clarke Quay via mobile smartphones.

The Local Mobile Commerce initiative, in partnership with Clarke Quay and Rubicon Reserve Wines will provide exclusive offer alerts to patrons within 1km radius of Clarke Quay’s nightlife and dining district via Sprooki’s smartphone application. Patrons can purchase the offers on the spot through their phone and redeem immediately at over 10 participating Clarke Quay outlets including Haagen-Dazs, Indochine, Shiraz and Creativeateries outlets.

Tapping into this growth in location-based applications and mobile commerce, the Clarke Quay-Sprooki co-operation is a first for any dining and nightlife district in Southeast Asia. It aims to provide local diners and patrons with greater awareness of the promotions and happenings at Clarke Quay as well as the convenience of mobile purchase. The initiative has been rolled out with 10 reputable and well-established Clarke Quay retail brands including Haagen-Dazs, Indochine, Shiraz, Alegro, Freemantle Seafood, Tong Kang, Hot Stones, Spring Spa, Bungy Bar and Rubicon Reserve Wines.

"Mobile is becoming an increasingly important part of Asian consumers lives," said Claire Mula, Co-founder & Managing Director of Sprooki. "Sprooki is proud to partner with malls and districts like Clarke Quay and trusted retailers to bring mobile commerce services to traditional retailers."

During April, over 25 different offers will be made exclusively available for sale through Sprooki’s location-based mobile commerce application for iPhone.

Local wine business owner, David Coleman of CEO of Rubicon Reserve Wines is trialing location-based marketing and mobile commerce for the first time. "The attraction of mobile is the ability to win more local customers and trade 24/7 without the expense of additional overhead and extended trading hours."

"The growth in mobile internet and location-based applications is an opportunity for malls and retailers to communicate with consumers in more local and relevant ways," said Claire Mula, Managing Director of Sprooki. "It taps into our ‘impulse buy’ happy place and the expectation of immediate gratification among young, urban shoppers, more willing to transact via their phone. Something online commerce does not do as well."