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“Enjoy Infinite Rewards in One Tap”
SHKP Malls Launches “The Point by SHKP”
Integrated Loyalty Programme of the Greatest Scale in HK Mall Industry

2019-03-20

Mr. Christopher Kwok, Executive Director, SHKP (3rd from right), Ms. Maureen Fung, Executive Director, Sun Hung Kai Real Estate Agency Limited (2nd from right), Ms. Fiona Chung, General Manager - Leasing, Leasing Department, Sun Hung Kai Real Estate Agency Limited (2nd from left), Ms. Judy Chow, Deputy General Manager – Leasing, Leasing Department, Sun Hung Kai Real Estate Agency Limited (1st from right), Ms. Evelyn Suen, Deputy General Manager- Leasing, Leasing Department, Sun Hung Kai Real Estate Agency Limited (1st from left), together with artist Mr Julian Cheung Chi Lam, officiate the Grand Launch of “The Point by SHKP”
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Mr. Christopher Kwok, Executive Director, SHKP (3rd from right), Ms. Maureen Fung, Executive Director, Sun Hung Kai Real Estate Agency Limited (2nd from right), Ms. Fiona Chung, General Manager - Leasing, Leasing Department, Sun Hung Kai Real Estate Agency Limited (2nd from left), Ms. Judy Chow, Deputy General Manager – Leasing, Leasing Department, Sun Hung Kai Real Estate Agency Limited (1st from right), Ms. Evelyn Suen, Deputy General Manager- Leasing, Leasing Department, Sun Hung Kai Real Estate Agency Limited (1st from left), together with artist Mr Julian Cheung Chi Lam, officiate the Grand Launch of “The Point by SHKP”

In February last year, Sun Hung Kai Properties Limited (SHKP) launched the Group’s first integrated shopping mall app – the SHKP Malls App – which strategically combines the latest information of the Group’s 24 malls as well as over 2,900 merchants, together with a wide array of practical functions covering dining, parking, shopping and promotion updates. The key features include Eat E-asy and Park E-asy. To offer customers a more convenient and better shopping experience, the second phase of the SHKP Malls App – SHKP Malls Integrated Loyalty Programme named “The Point by SHKP” – is launched today. SHKP has spent 1.5 years in developing The Point, which integrates the individual loyalty programmes of 14 major SHKP Malls into one. 

The Point is also connected with the “SHKP Malls App” so that customers can accumulate bonus points across 14 malls and redeem delightful rewards on a single platform. Covering a total retail area of 7,376,000 square feet with a total of 2,223 shops, the integrated loyalty programme is of the greatest scale in Hong Kong’s shopping mall industry. Moreover, Hong Kong’s first-ever hourly “Contactless Parking Service” has also been available for members of The Point. Once a member registers the vehicle plate number through the SHKP Malls App, the system will automatically carry out an identity verification process, allowing the registered vehicles to directly enter or leave the car park without tapping an Octopus or credit card.

To celebrate the official launch of The Point and encourage member registration, SHKP is rolling out a series of sales privileges, including limited time offers such as 500 welcome bonus points, extra 25,000 bonus points by designated spending at SmarTone stores, and fabulous limited time gifts for members to redeem with bonus points. Attractive offers from nearly 500 merchants are also rolling out in parallel. Newly registered members can also participate in the “Instant Lucky Draw” on the App for free once every day to win merchants’ cash coupons; with the spending of HK$300 or more by electronic payment, members can also enter the “Grand Lucky Draw” for a chance to win sought-after prizes valued over HK$1.5M, such as Audi Q5 45 TFSI quattro, SmarTone Mobile Data and Broadband Package, round-trip flight tickets to London, Osaka & Taipei, electronic gadgets and electronic appliances. With the launch of the Point, it is expected that by the end of this year, the number of members will exceed 400,000, whereby the footfall and sales are expected to have a double-digit growth.

Integrated Loyalty Programme of the Greatest Scale in HK Shopping Mall Industry - A Three-way Win 

The SHKP Malls “Integrated Loyalty Programme” is officially named as “The Point by SHKP”. It adopts a golden dot as its logo, which symbolises the cohesiveness of SHKP malls at a single point and enables users to enjoy more privileges and offers through a single platform. SHKP Malls App has simultaneously launched a brand-new logo to signify the commencement of its second phase. The Group invested HK$32 million in total for SHKP Malls App Phase 1 and Phase 2- Integrated Loyalty Programme. 

SHKP Executive Director Mr. Christopher Kwok remarked, “Leveraging on the edges of SHKP Malls, the launch of The Point by SHKP reinforces SHKP’s leading position in the industry, thus creating a three-way win for customers, merchants and the malls. It will also increase customer loyalty by elevating customers’ spending and shopping experience, and encouraging members’ spending across different malls. In the era of technological innovation, this programme enables the Group to strengthen digitalised management and acquire a more comprehensive understanding of the shoppers’ needs and preferences, so as to facilitate better formulation of promotion strategies and planning for the future development of the Group’s retail projects, as well as to elevate customers’ smart living experience.”

Accumulate Bonus Points Across 14 SHKP Malls to Enjoy a Great Variety of Privileges and Offers

The Point, available in the SHKP Malls App, is integrating the individual loyalty programmes of 14 SHKP Malls into one. Members can accumulate bonus points across 14 malls and redeem delightful rewards on a single platform. 

The Point covers 14 major SHKP malls with a total retail area of 7,376,000 square feet and 2,223 shops, including apm, East Point City, Landmark North, Metroplaza, Mikiki, MOKO, New Town Plaza, Park Central, Tai Po Mega Mall, Tsuen Wan Plaza, V city, WTC, YOHO MALL and Yuen Long Plaza. Moreover, the Programme will also cover some upcoming retail projects, such as V Walk (above MTR Nam Cheong Station) and Harbour North. The former is expected to open by mid-2019 while the latter targets to fully open by year end. 

Starting from today, current VIP members of different SHKP malls can migrate their loyalty and bonus points to The Point through the SHKP Malls App, WeChat official account and website by designated dates.

Loyalty of The Point is free of charge. Members can earn 1 bonus point for every HK$1 spent at any participating malls. Bonus points can be earned simply by uploading the receipts through the SHKP Malls App or WeChat mini program. Members can also enjoy many fabulous privileges and offers. Over 500,000 gifts, SHKP Mall e-Gift Certificate which can be used at nearly 700 shops, and upcoming event pass would be available for redemption under the “Gift Redemption” function; while “VIP parking” allows members to redeem bonus points for free parking and experience Hong Kong’s first-ever hourly “Contactless Parking Service”; and “Year-round Privileges” enables members to earn double bonus points on the first day of their birthday month and enjoy year-round spending privileges including offers from nearly 500 merchants.

Hong Kong’s First-ever Hourly “Contactless Parking Service” Saves Time by Fully Automation

For the “VIP parking” function, SHKP has rolled out Hong Kong’s first-ever hourly “Contactless Parking Service”. Once a member registers the vehicle plate number through the SHKP Malls App and validates the first registration, the system will automatically carry out an identity verification process when the car arrives at the car park, and the registered vehicle can directly enter without tapping an Octopus or credit card. Before departing, members can pay the parking fee by credit card, WeChat Pay or redeem bonus points for free parking via the SHKP Malls App, and then drive out of the carpark without tapping a card. The whole process is automated and time-and-effort-saving. This unique function is available at MOKO and V city, providing over 300 and 200 hourly parking spaces respectively. The service will be launched at other malls soon.

A Series of Marketing & Promotion to Recruit More Members

To encourage current VIP members of different SHKP malls to migrate their memberships and encourage more shoppers for registration, SHKP is rolling out a series of privileges and sales-driven activities, including limited time offers such as 500 welcome bonus points, extra 25,000 bonus points by designated spending at SmarTone stores, and fabulous limited time gifts for members to redeem with bonus points. The Point by SHKP is also rolling out nearly 500 merchants’ offers, over 500,000 spectacular gifts for the whole year, and a 2-tier lucky draw programme. Newly registered members can also participate in the “Instant Lucky Draw” on the App for free once every day to win merchants’ cash coupons. With spending of HK$300 or more by electronic payment, members can also enter the “Grand Lucky Draw” for a chance to win sought-after prizes valued over HK$1.5M, such as Audi Q5 45 TFSI quattro, SmarTone Mobile Data and Broadband Package, round-trip flight tickets to London, Osaka & Taipei, electronic gadgets and electronic appliances.

At present, the number of existing members from the various SHKP Malls exceeds 300,000. It is expected that the number of members will exceed 400,000 by year end. The Group hopes that the launch of The Point could help SHKP Malls achieve better synergy, enabling better planning of the malls’ future development and marketing strategies, as well as optimising tenant mix of malls to uplift footfall for SHKP malls and open up more business opportunities for the tenants, thus reinforcing SHKP’s leading position in the industry.

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