SHKP Quarterly

prefer having outdoor activities in safe and comfortable venues, and malls become a popular choice,” said Cris. In response to this demand, the Group revitalized its outdoor space, adding urban farms in its major malls and developing outdoor themed areas for children, young people and pet lovers, for example, to providemore leisure and entertainment facilities for mall visitors. Cris remarked that these outdoor spaces help attract young people and families, further demonstrating the Group’s belief in putting customers first with sincerity: “The malls always facilitate the evolution of community, and add outdoor facilities in the venue benefitting our customers and nearby residents. For example, in view of the prevailing cycling trend in recent years, bike-parking lots and repair stations are available in some of our malls to welcome bike lovers.” Under the new normal, many mall tenants are facing challenges, so the Group actively helps to create opportunities for them. “In the early days of the pandemic, the catering industry was severely affected by the strict government restrictions on dining, especially the restaurants that do not provide takeaway services. In view of this, the team developed a pick-up platform in two and a half months, allowing tenants to maintain their business on a commission- free basis. Because of its great efficiency, the platform is still widely used by tenants and customers,” said Cris. Leveraging customer loyalty with The Point by SHKP Cris pointed out that the pandemic has accelerated the pace of smart management Service & Courtesy Award, organized by the Hong Kong Retail Management Association, which is hailed as the Oscars of the retail trade. This year, we scooped over 15 awards. This proves that the premium service of the SHKP malls is recognized in the industry,” said Cris. The Group also values customer feedback by adding enquiry and complaint functions to the SHKP Malls App, and responds promptly to continuously optimize the service. Cris pointed out that since many tenants have tapped into the online shopping channel, they place greater importance on the location, supporting facilities, marketing promotion and services of physical stores – which is precisely the strength of SHKP malls: “We have been working closely with our tenants to enhance shoppers’ In-store experience, by encouraging retailers to offering exclusive discounts in their physical stores, for example. We continuously enrich the In-Mall experience of our customers through diversified promotions, innovative services, outdoor space revitalization, and so forth. This multifaceted approach definitely provides our customers with a more refined shopping experience,” she said. in the malls, an irreversible trend. One smart programme is The Point by SHKP, an integrated loyalty programme, connected with the SHKP Malls App to provide members with services such as electronic queuing and contactless parking, and rewards redemption with bonus points, etc. Since its launch in 2019, the number of members has steadily continued to increase, with over 1.5 million registered members to date. Customers in general have provided positive feedback on The Point by SHKP and the unrivalled shopping rewards programme has further increased their loyalty. “The team has been paying attention to what extent customers have developed the habit of uploading shopping receipts to register bonus points, and the total upload this year is a double that of the same period last year,” said Cris, showing that The Point by SHKP is an effective way to encourage members to shop at SHKP malls. Empowering customised services with smart technology to increase the Group’s competitiveness In recent years, despite the increasing popularity of online shopping, Cris believes the importance of malls will not diminish in the future because of the dense population in Hong Kong and the social function that malls provide. “In addition to shopping and dining, malls are an important venue for leisure, entertainment and social life,” she said. “With the attentive services we provide, empowered by smart technology, the social function of ourmalls is difficult to replace.” To consolidate the competitive edge of SHKP in the market, the Group drives smart management in its malls and places great emphasis on the training of frontline mall staff to ensure that every one of them can provide professional and attentive services. “At the beginning of the year, our malls participate in the The Group actively drives smart management in SHKP malls, by introducing the smart restrooms 集團積極在新地商場推動智能化管理，如陸續在旗下商 場引入智能洗手間系統 The Group strives to optimize the premium service provided by the mall staff, and scooped over 15 awards in the Service & Courtesy Award, organized by the Hong Kong Retail Management Association at the beginning of the year 集團致力提升商場團隊的專業服務水平，年初在零售管理協會主辦的“傑出服務獎”獲得 15 個獎項 19