Top News STB, KrisShop partner to give local retail brands a leg-up By TTG Asia / Posted on 29 January, 2021 12:48 The Singapore Tourism Board (STB) and KrisShop, Singapore Airlines’ flagship retailer, have forged a three-year partnership to jointly market homegrown brands and grow their e-commerce reach, as well as create seamless experiences for their local and international customers. Under the partnership, content will be co-developed to profile local brands on KrisShop.com and highlight the vibrancy of Singapore’s retail scene. STB-KrisShop partnership to feature KrisShop as the exclusive e-commerce platform for Design Orchard In the first phase, STB and KrisShop will launch a domestic campaign to raise awareness of local brands and grow demand for their products. Both partners will develop and amplify content to showcase local design talent and elevate the perception of Singapore’s retail scene. This complements the Made With Passion initiative – launched in November 2020 to spotlight local lifestyle brands – led by the Singapore Brand Office and STB, with the support of Enterprise Singapore. In the next phase, STB and KrisShop will roll out global campaigns across various key markets as international travel resumes. To help local brands extend their global reach, KrisShop.com will be the exclusive e-commerce platform for Design Orchard, offering the retail showcase on Orchard Road an additional distribution channel. From this week, 36 Design Orchard brands will be digitally housed on With Love, SG, a KrisShop concept store for homegrown brands showcasing Singapore’s culture and heritage. With the inclusion of Design Orchard brands, there will be a total of 100 local brands on With Love, SG. More Design Orchard brands will come on board in the coming months. Consumers will be able to purchase a wide variety of homegrown products from lifestyle and sports brands to fashion and accessories labels. KrisShop will also work with STB and Design Orchard brands to raise the profile of these homegrown brands through joint promotions, limited-edition collections and exclusive collaborations, among other marketing efforts. As well, KrisShop will offer Design Orchard brands guidance to boost e-commerce sales in Singapore and in global markets, and hold regular review sessions with the brands. As part of the partnership, STB and KrisShop will explore new fulfilment services and channels to create effortless online-to-offline and offline-to-online retail experiences for Design Orchard and KrisShop’s customers. Some ideas to be trialled include self-collection for local customers at designated pick-up points, such as Design Orchard and SingPost POPstations. STB and KrisShop will also explore integrating KrisShop.com’s features with STB’s official VisitSingapore mobile application, allowing users to shop on the go. Lynette Pang, STB’s assistant chief executive (marketing group), said: “Profiling local brands is part of our strategy to build destination affinity and mindshare, and ensure that Singapore stays top-of-mind during this period and when travel resumes. This partnership with KrisShop also aims to future-proof local brands, giving them a new channel to reach local and international audiences, and ideas to enhance customer experiences.” Chris Pok, CEO of KrisShop, added that the partnership with STB “is an extension of our efforts to champion our culture, and further fuels our vision of being a platform of enablement and empowerment for homegrown entrepreneurs, by giving prominence to their crafts for audiences in Singapore and beyond”.