Your best customer comes back every week. Today you cannot name him.
Two moves, a fixed fee, a four-week pilot. Neither touches your tills or your payment terminals.
Prepared byFreddy, Vankin Builders
The offer at a glance
Two margin levers. Nothing you run today changes.
DADE grew revenue 17% last year. This proposal is not for more volume. It is for keeping more of the margin on the sales you already make and on the brands you already own — with a fixed fee, a four-week pilot, and no change to a till, a card terminal or dade.sg.
Move 1 · Keep the customer
DADE Rewards
A membership programme beside the business, not inside it.
What it is
A membership programme on a phone number. A ten-second scan at the counter, “my usual” reordered in one tap, and a head-office view of every regular at every outlet.
What it touches
Nothing at the till, the card terminal or dade.sg.
What it returns
The drinks and cartons you already give away, counted and aimed. The first customer-level data DADE has ever had. Regulars who stop coming, noticed.
Cost
[S$ BUILD FEE]fixed, plus[S$ RETAINER / MONTH]. Half the build fee only when the pilot passes.
When
Live at one outlet in four weeks. All outlets from week eight.
Move 2 · Keep the margin
Own-brand sites, D&D first
Your brand, found on your site, sold at your counter.
What it is
A D&D brand site that routes buyers to dade.sg and to your authorised dealers, brand pages on dade.sg, and the eleven Google Business Profiles cleaned up.
What it touches
No checkout, no stock, no war with your dealers.
What it returns
The retail margin on searches for your own brand, which today lands on Horme. Your 200 J, SS 513 and Singapore Test Lab certification visible to a buyer for the first time.
Cost
[S$ D&D SITE]fixed.
When
A parallel track, weeks one to eight.
Fixed fees. No per-outlet, per-member or revenue-share charge, ever.
Pilot-gated. Half the build fee is due only when the printed pass mark is met.
Yours outright. Source code, data and hosting handed over on request.
Board-safe. PDPA consent built in. Rewards non-cash, capped, and open to every employer.
Both are lines a listed company can report: a membership base with retention data across every branch, and a direct channel for the brands it owns.
The competition
Two of them already count their customers
Your customers are being counted by somebody. Two of the shops they also walk into know exactly who they are, what they bought last time, and when they stopped coming. DADE does not.
Horme
Runs Horme Rewards: a point per dollar in store and online, 1–4% off by lifetime spend, free delivery over S$120. Ranks first on Google for searches on your own D&D shoes.
Aik Chin Hin
Membership running on a shared loyalty platform since well before this proposal. Sign-up takes a phone number and fifteen seconds at the counter.
Temu and Pinduoduo
Both now ship free to Singapore and sell tools and hardware. They take the planned, price-shopped purchase. They cannot take the urgent one at four in the afternoon.
Against free shipping from China there is no price war worth entering. The ground DADE can hold is the man who needs a size 9 boot before the shift starts, and the eleven shops sitting in the industrial estates where he works.
What you already do
You already run a loyalty programme. It just isn’t counted.
Walk into a DADE outlet and the drinks come out. Ice cream in the afternoon. Sometimes a whole carton goes home with a good customer. Every branch does it, every week, and nobody writes it down.
That instinct is right. It is the reason the regulars keep coming back, and it is the correct answer to Temu, because nobody gets a cold drink from an app. The problem is only that it is untracked: the same carton goes to the man who spends S$5,000 a month and to the one who spends S$50, the cost sits invisibly inside branch expenses, and when a regular stops coming, no one notices.
This proposal does not ask you to start giving things away. You already do. It asks you to count it, aim it at the customers worth keeping, and know their names.
Who is actually standing at your counter
Usually not the boss. It is the foreman or the worker sent to collect. He is not spending his own money, so a 5% saving means nothing to him. What he wants is to be out quickly, with the right item, and to be treated like a regular. Speed, stock and a bit of face — those are the three things that decide where he goes tomorrow.
The programme
DADE Rewards: your usual, ready
A membership app built for DADE, on a phone number. It sits beside the business you run today and changes nothing inside it. Tap a box to see what each part does.
Tap any box
The worker
Signs up at the counter with a Singapore mobile number, in about thirty seconds. He gets a QR card on his phone — no app store, no password. A printed card is optional and points at the same account.
Nothing in your shop changes. No new till, no new card terminal, no change to how you take payment. The cashier keeps ringing up the sale exactly as she does now, then scans the customer’s QR code on any phone or tablet. dade.sg keeps the catalogue and the checkout it has today; members simply sign in with the same number and find their past orders waiting.
Try it: four visits in the life of one regular
Example rule, not a recommendation: one stamp per visit of S$30 or more, ten stamps earn a perk, tier by visits per month. DADE sets the real rule.
What gets built first
Member sign-up + QR card
Mobile number, one-time code, done. Works in a phone browser; can be added to the home screen.
Counter console
A web page on any phone or tablet. Scan, key the receipt total and number, done. Staff log in; every entry is recorded against a cashier.
Stamps, tiers, perk wallet
Visit-based stamps, tiers by monthly visits, and a published monthly cap on what a member can receive.
Saved lists + order from site
On dade.sg, signed in with his number, his past orders are one tap from the basket. Collection at a chosen outlet and time, or delivery to site. The counter sees it before he arrives.
WhatsApp messages
Sign-in codes, “your order is ready”, “your perk is waiting”, birthday, and a nudge when a regular has not come for a month.
HQ dashboard
For the first time: who buys what, at which outlet, how often, and which regulars have gone quiet. Exportable at any time.
Example perks, for DADE to set: cold drink · packet meal · work gloves · birthday tool voucher · priority pickup · free site delivery at the top tier.
The second move
You own the brand. Someone else is selling it.
D&D, SkyHawk, STRIKERS, Osprey, HORNET, Super Sun and DADE are Rectitude’s own brands, made to your specification and registered in your name — D&D has been a registered Singapore trademark since 2009. Search Google for “D&D safety shoes singapore” and Horme is first. dade.sg is around ninth, selling the same shoe for less.
When a buyer searches for your brand and lands on a reseller, you earn the wholesale margin and the reseller earns the retail margin — on a product you designed, certified and own. Moving even part of that demand to your own counter raises the margin you keep on every pair sold.
The brand site has no checkout and no stock of its own. Every product links straight to the dade.sg page or to the outlet locator. Nothing new to run.
No war with your dealers
“Buy direct, or from an authorised dealer.” Horme, HardwareCity, Aik Chin Hin and the rest are listed by name. They are 25% of your sales; the site sends them buyers too.
Authority you already earned
200 joule toe caps, 15 kilonewton compression, SS 513 and EN ISO 20345, declarations of conformity from Singapore Test Lab valid to 2027. None of that is visible to a buyer searching today.
And the same work on dade.sg
Brand pages, proper titles and descriptions, product and store markup, and the eleven Google Business Profiles cleaned up so each outlet can actually be found.
D&D first, because safety footwear has the most search demand and the clearest leakage. STRIKERS, SkyHawk and Osprey follow the same pattern once it works.
What it costs to run
Built once, owned by you, no fee per outlet
The loyalty platforms sold in Singapore charge by the outlet, every month, forever. With eleven or twelve outlets that is between S$16,000 and S$29,000 a year before anything is customised. Built for you instead, the running cost is hosting and the messages you actually send.
Build:[S$ BUILD FEE]fixed, for the membership app, the counter console, the HQ dashboard, WhatsApp set-up, training and the pilot. Half when the pilot passes, half at full rollout.
D&D brand site:[S$ D&D SITE]fixed, including the brand pages on dade.sg and the Google Business Profile clean-up.
Retainer:[S$ RETAINER / MONTH]a month for hosting, maintenance, support and continuing search work. Cancellable; the software and the data stay yours.
No commission, no share of your sales, and no fee that grows with the number of outlets or members.
Rollout
One outlet, four weeks, a printed pass mark
Week 0
Paperwork that gates everything else
WhatsApp business verification is started on day one, because Meta’s approval, not the build, sets the launch date. Perk list, stamp rule and monthly cap agreed and written down.
Weeks 1–3
Build
Sign-up, QR card, counter console, stamps and tiers, saved lists and order-ahead, HQ dashboard, WhatsApp templates. Product list seeded from dade.sg, read-only.
Weeks 4–7
Pilot at your busiest branch
You tell us which outlet has the most walk-ins. One hour of training for the counter staff, a poster at the till, and four weeks of real use.
Pass mark
Agreed before we start, judged on your data
By the end of week four: the console used on at least 40% of receipts, at least 200 members enrolled, at least 30 order-ahead orders, at least 50 perks redeemed, and no duplicate-receipt incidents. If it misses, we fix it or you stop — the second half of the fee is not due.
Weeks 8+
All outlets, and the D&D site
Outlet by outlet, an hour each. The brand site and the search work run in parallel, on their own track.
Due diligence
Written down before it is built
Personal data
Mobile number and purchase history only; no identity-card numbers, no payment data ever touched.
Consent taken at sign-up, with service messages and promotional messages consented to separately; Do-Not-Call rules respected.
Access, correction, retention and deletion written into the terms; data hosted in Singapore.
The member list and every transaction exportable on request. It is Rectitude’s data, not ours.
The programme itself
Rewards are hospitality-scale and non-cash: drinks, a meal, gloves, priority pickup. No cash, no personal discount on the employer’s invoice.
A published monthly cap per member, on the counter poster and in the terms. Nothing is concealed from anyone’s employer.
Any company can ask for its staff to be excluded, and that request is honoured in writing.
Staff log in to the counter console; every entry is attributed, receipt numbers cannot be reused, and unusual activity is queued for review.
Security: one-time codes rather than passwords, encrypted transport, role-based access, an audit log, nightly backups, and an independent penetration test before the programme goes beyond the pilot outlet — in line with the vendor-security commitments in your annual report. A written support and uptime undertaking comes with the contract.
Considered and set aside
The off-the-shelf options, and why not now
Option
Assessment
Eber
Singapore loyalty platform, about S$16,300 a year for twelve outlets on the entry plan, more for vouchers and interface access. Capable and well referenced, but it charges per outlet forever and its shop-counter features assume you change how the till works.
Advocado
S$200 per outlet per month, about S$28,800 a year for twelve outlets. It is the platform a direct competitor already uses, and it is a shared community of merchants — your customer list would sit alongside theirs.
Changing the tills
A new point-of-sale system at every outlet would let purchases feed the programme automatically, and it is the obvious later step. It is not the first step: it touches payment, staff habits and eleven live shops at once, for a problem that a ten-second scan already solves.
When DADE does decide to replace the tills, the programme built here connects to a modern point-of-sale system through its standard notifications, and the counter console is retired. Nothing in this proposal has to be thrown away.
Before we quote
Seven things only you can tell us
Which outlet is busiest,by walk-in count, so the pilot runs where it will be tested properly.
Outlets and ownership.The annual report says twelve branches; dade.sg lists eleven; the About page says eight, some independently run. Which ones join the programme?
What the drinks and cartons cost you now,even roughly, per outlet per month. It is the baseline the whole programme is measured against.
Your top repeat customers,by name if the branch managers know them, so they are enrolled on day one.
The reward rule you are comfortable with:what earns a stamp, what a perk is worth, and the monthly cap per member.
Who controls the brand pageson rectitude.com.sg and dade.sg, and who holds the eleven Google Business Profiles.
D&D product material:specifications, certificates and any photography, so the brand site says what only the manufacturer can say.
Who is asking
Straight terms
Freddy, Vankin Builders.I build and run WooCommerce stores, websites and automation for Singapore businesses.
I am not reselling anyone’s software and I take no commission from any vendor. There is no third party between you and this work, and no monthly licence that grows as you open outlets.
The software is written for Rectitude Pte Ltd, hosted where you choose, and handed over with the source code and the data if you ever want to take it in-house or give it to someone else.
Thirty minutes at your busiest outlet
Bring one cashier and one regular customer. We will enrol him on his own phone, scan a real receipt, and let him place his usual order for the next visit — on the spot.
Rectitude Holdings Ltd, Form 20-F for the financial year ended 31 March 2026 — own brands, registered trademarks, product certification and the vendor-security commitments: sec.gov
