SHKP Quarterly

With the gradually subdued pandemic in Hong Kong and rising consumer sentiment, SHKP malls have leveraged their offline and online platforms to proactively launch comprehensive measures and marketing campaigns to help retail tenants seize opportunities and enhance the shopping experience for consumers. To address the unprecedented challenges presented by the COVID-19 pandemic, the Group has adapted to the evolving circumstances with appropriate and innovative measures. At the beginning of the outbreak, the Group introduced various anti-pandemic measures. In addition, SHKP malls deployed innovative technologies, upgraded their hardware, and continued their asset-enhancement works to raise hygiene standards and service quality. Following the disbursement of the Government’s Consumption Voucher Scheme, SHKP malls launched comprehensive marketing campaigns to add shopping fun for consumers. Through The Point by SHKP, the integrated loyalty programme for its malls, and the SHKP Malls App, the Group directly communicates with over 1.5 million members for various reward campaigns. SHKP malls partnered with major payment gateways, business partners and mall tenants to roll out the More Rewards, Double Joy cash rewards promotion to help tenants capture business opportunities from the Government’s Consumption Voucher Scheme. In addition, the time-limited Consumption Voucher Mission was launched on the SHKP Malls App in October, using an innovative approach to boost shopping among members. To meet the growing interest for activities in comfortable venues, a number of SHKP malls have revitalized their space with new indoor and outdoor sports, recreational and pet- friendly facilities. SHKP malls continue to arrange comprehensive, exciting installations and events to boost traffic and shopping. More Rewards, Double Joy distributes cash vouchers worth over $17 million The Government disbursed the first consumption vouchers under the Consumption Voucher Scheme in August. In response, SHKP malls swiftly launched the More Rewards, Double Joy cash rewards promotion. Cash vouchers worth over HK$17 million are being distributed over five months to encourage shoppers to use their consumption vouchers and boost the retail market. From 1 August to 31 December, shoppers spending a designated amount of consumption vouchers in 22 SHKP malls will receive designated mall or merchant certificates every day. In collaboration with stored value facility operators, SHKP malls offer various additional benefits or rewards to shoppers choosing to receive consumption vouchers through different SHKP malls boost traffic and shopping through comprehensive initiatives stored-value facilities. Upon redemption of the vouchers for rewards, The Point by SHKP members will receive extra bonus points monthly on top of the basic bonus points. Following the disbursement of the first consumption voucher in August, traffic in SHKP malls has seen remarkable growth compared to that in July. Sales revenue at food and beverage outlets and other retailers has also increased. Spending of The Point by SHKP members has recorded a noticeable upswing, in particular in regional malls. The Government disbursed the second consumption vouchers in October. Riding on the success of the first consumption voucher promotion, SHKP malls rolled out the second wave consumption voucher rewards promotion with more spending benefits. Shoppers may continue to participate in the More Rewards, Double Joy cash rewards promotion. They can also use the same receipts to complete the time-limited Consumption Voucher Mission on the SHKP Malls App to earn rewards. SHKP Malls App launches new 5G smart service Early this year, certain SHKP malls introduced 5G Smart Restrooms, with real time occupancy of restrooms shown on a digital signage at the restroom entrances for customers to estimate the queuing time, which effectively diverts customers to less busy restrooms. The service has also helped stimulate foot traffic in the malls. To further enhance customer service, the SHKP Malls App provides 5G real-time information for certain facilities and services. Customers can now conveniently view the real-time occupancy of Smart Restrooms, Smart Baby Care and Nursery Rooms, and Smart Customer Care Centres on their mobile phones. SHKP malls’ More Rewards, Double Joy cash rewards promotion and various reward campaigns have drawn considerable traffic and sales revenue for tenants (Photo on left: East Point City; photo on right: V City) 新地商場推出“消費券加碼賞”現金獎賞活動及多個獎賞活動，為商戶帶來可觀的人流及營業額 (圖左：東港城；圖右： V City ) 專題故事 Vol 101 • Q3 2021 • SHKP Quarterly 4