HDB launches mobile shopping apps to help heartland retailers

The two apps, ShopperLink and RetailerLink, are aimed at enhancing the shopping experience for retailers and shoppers in the heartlands.

Phoon Jia Hui

Jack of all trades, master of drinking boba milk tea.

Published: 31 January 2021, 10:12 AM

The Housing and Development Board (HDB) has launched two new mobile apps as part of its efforts to help retailers in the heartlands digitalise their business and go online. 

The apps are named RetailerLink and ShopperLink, HDB said in a press release on Sunday (Jan 31). 

 For a start, HDB will hold a trial for the apps at its first new-generation Neighbourhood Centre, Oasis Terraces in Punggol, which houses 104 shops.

RetailerLink app

The RetailerLink app is a one-stop digital platform for HDB retailers to profile their product and service offerings to a wider audience..

The retailers can also share its latest promotions and product or service launches through the same app. 

Other features in the app include a chat messaging function for retailers to engage customers directly and schedule appointments with them. 


The messaging function will allow retailers to easily stay in touch with their customers and enhance the retail experience in the HDB heartland. PHOTO CREDIT: HOUSING AND DEVELOPMENT BOARD


New functions will be added progressively to support the business needs of these retailers, HDB said. 

This includes a full suite of e-services to aid retailers in managing the lease and tenancy of their shops, book event space to supplement their physical retail space, and access reports on sales data to track their business revenue.

🆕 One-stop digital platform for an enhanced heartland shopping experience 🛍️ ShopperLink: Stay updated on the latest...

Posted by Housing & Development Board on Saturday, January 30, 2021

ShopperLink app

Similarly, the ShopperLink app will allow shoppers to browse through these retail stores virtually before visiting. 

This is aimed at making the heartland shopping experience more convenient, seamless and attractive.

With the app, shoppers will be able to contact retailers directly, where they check on available stocks, book an appointment with their hairdresser or order food in advance.

A rewards programme, tailored to the shoppers’ preferences, will also be offered. For instance, rewards could be exchanged for parking credits, gift redemptions or special deals by retailers.


Shoppers using the ShopperLink app will be able to choose from a variety of rewards to redeem from. PHOTO CREDIT: HOUSING AND DEVELOPMENT BOARD


HDB said in a press release that a series of workshops were conducted in 2019 to gather feedback from the heartland retailers and find out what could be done to help them improve their businesses. 

Videos were also provided to familiarise retailers with the functions in the app.

To date, nine in 10 retailers at Oasis Terraces are using the app to showcase their product and service offerings. 

The apps will be progressively rolled out to other new-generation Neighbourhood Centres such as Canberra Plaza and Buangkok Square, as well as other HDB malls later this year, HDB said.

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