Singapore

case studies
singapore
ecosystem
roads & transit
solution
digitization of services

Singapore's transit stations revolutionized

Citi and SMRT Corporation collaborate to retail opportunities for commuters

Citi's presence complements our drive to transform our stations into lifestyle destinations of choice,
— Saw Phaik Hwa, President and CEO, SMRT

The challenge

SMRT Corporation (SMRT), Singapore's multi-modal transport provider, wanted to improve the retail opportunities for citizens within its stations.

A key aim was to add banking services in each transit location, while streamlining overall operations and improving the experience for commuters.

The solution

Citi and SMRT developed a comprehensive dual-branded partnership that drove solutions in several areas.

Citi is now the anchor tenant in prime SMRT locations, operating Transit Banking Centers. Retail and lifestyle shopping is enhanced in stations, with increased lease revenue for SMRT.

In addition, Instant Banking Centers now operate at 51 other stations across Singapore.

Citi has also launched credit and debit cards, co-branded with SMRT, which double as EZ-Link contactless travel cards. As well as the convenience of prepaid travel, passengers can enjoy up to 400 free rides a year by redeeming card rewards.

The result

"Citi's presence complements our drive to transform our stations into lifestyle destinations of choice," said SMRT President and CEO Saw Phaik Hwa.

The strategic co-branding has enhanced and expanded the ways in which commuters use SMRT stations, while at the same time increasing revenue opportunities.