Delilah "Dee" Chan has spent more than two decades helping brands grow on global platforms. Now, the former advertising executive is building DwellDrop for brick-and-mortar businesses, with customers helping their favourite shops reach new people.
The platform lets merchants publish deals that reward referrals. Customers can discover an offer, try it and pass it to a friend. When that friend redeems an eligible deal, both can earn Dwell Points under the merchant's terms.
A new chapter after TikTok
Chan's last role at TikTok was general manager for Singapore and Malaysia. With DwellDrop, she is applying her advertising experience to the recommendations customers already make about local businesses.
A customer who enjoys a coffee, a meal or a shopping visit may already tell a friend about it. DwellDrop gives the business a way to track the referral and reward the customers involved. The platform is working with pilot partners in Singapore.
How DwellDrop referrals work
Customers can find deals on DwellDrop.sg, scan a QR code in a participating shop or open a link shared by a friend. Each offer sets out its own spending requirements and rewards.
For merchants, the aim is to make word of mouth measurable. They can put part of a budget they might otherwise spend on advertising into customer benefits, with referral rewards tied to a completed redemption.
DwellDrop points: the BJ Luxury referral example
BJ Luxury's welcome offer shows how this works. It is for first-time customers and requires a minimum spend of S$1,000. When a referred friend redeems that qualifying deal, the friend earns 160 Dwell Points and the person who referred them earns 40 Dwell Points.
Under the listed terms, one Dwell Point is worth S$1 off a future purchase at BJ Luxury. The friend's 160 points therefore have a redemption value of S$160 at that business. The points are awarded when the friend redeems the offer, not simply when the referral link is sent.
The welcome offer lists an expiry date of 31 January 2027. Check the current deal terms before making a purchase, as offers and eligibility can change.
Find it, try it, pass it on
The points give customers a reason to return. Depending on the participating business and its deal, they could go towards a later drink or a future retail purchase. Check where your points can be used; the offer pages identify the venue at which they are redeemable.
For a business, a successful referral brings in someone who has heard about it from a friend. DwellDrop's approach lets that recommendation benefit the existing customer as well as the new visitor.
Your next local find
Pilot partners featured by DwellDrop include COCA, Tuk Tuk Cha, Italian Coffee Lab, Kapitan, Xi Yan Zing and 5 Petals, alongside BJ Luxury. Participating outlets and available deals vary.
Browse DwellDrop's current deals to find a business you want to try. Open the offer for its spending requirements, referral rewards and redemption terms before sharing it with a friend.
Disclosure: SG Daily supported DwellDrop's launch. This feature is based on Chan's written responses and DwellDrop's public product information. Photographs were supplied for the feature.
