Cheers Holdings wins at Retail Asia Awards 2026 for data-driven tourist engagement

The partnership with Alipay transformed digital payments into a marketing channel to drive store traffic and sales.

Cheers Holdings won Digital Initiative of the Year - Singapore in the Retail Asia Awards 2026. The company secured this recognition for its collaboration with Alipay, which converted a standard payment method into a robust growth engine. This initiative targeted Chinese tourists and residents by using data-driven engagement strategies to bridge the gap between digital platforms and physical convenience stores.

The project redefined how the company approached digital ecosystems amidst a shifting retail landscape. Rather than treating the platform as a mere transaction tool, Cheers Holdings utilised the Alipay mini app to launch gamified tasks. These activities encouraged users to browse specific products and add items to their wishlists before visiting a store. The company designed these tasks around the average duration of a tourist stay in Singapore to ensure the marketing efforts remained relevant and timely.

Promotion structures focused on specific price points and products to reduce friction during the decision-making process. Cheers Holdings also implemented basket-building mechanics to encourage higher spending per transaction. The company monitored real-time performance data to refine task structures and incentives throughout the campaign period. This continuous optimisation allowed the team to adjust featured products based on participation rates and conversion insights.

Results from the initiative showed a clear impact on commercial performance. Cheers Holdings recorded a 30% incremental sales uplift amongst users of the digital platform. Engagement levels rose 2.5x as a direct result of the gamified tasks and targeted messaging. Furthermore, the campaign achieved a conversion rate of 13.5% through the strategic alignment of digital incentives with offline retail execution.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].