Jewel Changi loyalty programme sees spend surge +30% in two years

By Charlotte Turner |

Singapore’s Jewel Changi Airport reports that its loyalty programme, Jewel Double Rewards, is growing in popularity as the number of members grew by 25% in the last two years, while overall average spend increased by nearly 30% over the same period.


The huge shopping, dining and entertainment complex, linked to Singapore’s Changi Airport first opened in April 2019. Closing for a month during the pandemic, it reopened in June 2021.


Members of Changi Airport’s Changi Rewards and Capitaland’s CapitaStar rewards programmes who link both accounts, enjoy perks from the two loyalty programmes in a single shopping or dining transaction at Jewel.


According to CAG, Jewel is the only retail destination in Singapore to offer double rewards with the same spend. In addition, Double Rewards shoppers who are Changi Rewards Platinum members can receive a 3.5% cash rebate on all their spend, ‘which is the highest mall cashback rewards locally’, insists Changi.


In May 2022, the programme will further extend to include Jewel attraction tickets purchased on-site at Jewel’s Concierge counters, stretching the dollar value to visitors as they shop, dine and play at the multi-faceted lifestyle destination.



To boost its membership, Jewel will be launching a month-long Double Rewards campaign with attractive giveaways to its visitors.


Apart from the increased membership and average spend, Jewel also observed that on average, Double Rewards members spent 70% and 35% more as compared to shoppers who are Changi Rewards and CapitaStar members respectively for the past two years. The average number of transactions by Double Rewards shoppers has also increased by 20%.


From 14 Apr to 15 May 2022, an exclusive pop-up store located at Jewel Basement 1, will be set up, with staff to assist with new sign-ups of Changi Rewards and CapitaStar memberships, and facilitate those who wish to link both membership accounts to enjoy double rewards privilege.



During the month-long Double Rewards campaign, Jewel is giving away 1,000 Changi Rewards points and 5,000 STAR$ respectively to new members who sign up with Changi Rewards and/or CapitaStar.


Additionally, new Double Rewards shoppers who link both accounts and spend a minimum of $100 in a single same-day receipt will also receive a S$10 Jewel Voucher.


Nigel Chia, Head of Corporate & Marketing Communications, Jewel Changi Airport Development said: “We are heartened by the strong show of support given by our shoppers to the Jewel Double Rewards programme.


“There is nowhere else in Singapore where shoppers get to earn rewards from two loyalty programmes in a single shopping or dining transaction. Since Jewel opened in 2019, about 1 billion loyalty points, translating to S$2.5 million worth of cashback, have been awarded to shoppers and diners. With the gradual relaxation of Safe Management Measures in Singapore, we have also seen a 20% increase in weekday footfall traffic from a month ago and we look forward to welcoming more people back to shop, dine and play with the launch of this Jewel Double Rewards campaign.”

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