Context

Primer Group, in partnership with Savant Degrees and Mastercard, launched PrimerStar as a live, mobile-first loyalty and payments platform designed to modernize retail engagement across its multi-brand ecosystem. The solution is currently rolled out across four flagship Primer stores in Funan, Singapore: Herschel, Toms, Allbirds, and HydroFlask.

PrimerStar operates primarily through a unified mobile app and website (available on Google Play and Apple App Store), creating a scalable, accessible, and user-friendly experience for shoppers across brands and channels.

Built on Mastercard’s secure tokenization infrastructure and informed by Savant Degrees’ Working Backwards methodology, PrimerStar integrates loyalty, identity, and payments into a single digital experience that bridges in-store shopping with ongoing digital engagement.

Challenge

Before PrimerStar, Primer Group faced several structural limitations. Loyalty was fragmented across brands and stores, making it difficult for customers to track and redeem rewards. Checkout was largely card-based and transactional, limiting speed and convenience.

The connection between offline shopping and digital engagement was weak, reducing repeat interactions, and Primer Group lacked a unified view of customer behavior across purchases, brands, and touchpoints. This created a need for a single ecosystem that could unify payments, rewards, and customer data while remaining scalable across multiple brands.

The Solution: PrimerStar

PrimerStar introduces a fully digital retail experience centered on unified loyalty, secure payments, and omnichannel connection. Through the PrimerStar app and website (star.primergroup.co), customers can track loyalty points in real time, view personalized offers and rewards, access purchase history and receipts, and discover participating Primer Group brands and stores.

Customers can also save their card securely in the app and pay using tokenized card-on-file at checkout, enabling faster transactions, reduced point-of-sale friction, and stronger security powered by Mastercard’s tokenization technology. By linking in-store purchases with digital engagement, PrimerStar creates a continuous relationship between customers and Primer Group brands rather than isolated transactions.

Early Outcomes

While quantitative metrics are still being collected following launch, initial qualitative feedback indicates easier and clearer loyalty adoption, smoother and faster in-store checkout experiences, and stronger ongoing engagement through the app. PrimerStar also provides a scalable foundation for future personalization and data-driven marketing. More broadly, it demonstrates how modern retail can shift toward a lean, mobile-first digital ecosystem rather than relying on physical infrastructure.

Strategic Significance

PrimerStar serves as a replicable model for how multi-brand retailers can integrate loyalty and payments into a single platform. It shows how collaboration between Primer Group, Savant Degrees, and Mastercard can translate global payment capabilities into locally relevant retail innovation. More than just an app, PrimerStar represents a shift toward connected, data-informed, and customer-first retail.