Sun Hung Kai Properties’ (SHKP) integrated loyalty programme for SHKP malls, The Point, has officially launched the new Instant Point Earn service across its extensive network of shopping malls in Hong Kong. With the aim of enhancing customers’ shopping experience, the Instant Point Earn service offers customers an effortless way to earn points instantaneously while making purchases.

SHKP Executive Director Christopher Kwok said at today’s launch ceremony: “This year marks the 5th anniversary of The Point, which has now garnered over 2.5 million members. As part of our ongoing commitment to enhancing the overall shopping experience for our customers, we are excited to introduce the new Instant Point Earn service. This service not only covers the largest network of shopping malls in Hong Kong, but also offers the greatest variety of participating merchants among similar schemes in the market. With this service, customers can simply scan their member QR codes at any of the participating merchants when making electronic purchases, and earn points instantly.”

The Instant Point Earn service is currently available in over 1,400 stores across 25 SHKP malls, encompassing a wide range of establishments including food and beverage groups, jewellery chains, and apparel stores. During the five-month trial period, the service had received an overwhelmingly positive response, with members earning over 100 million points. The Group expects the number of participating merchants to surpass 2,000 by the end of March this year.

Mr Kwok said the Instant Point Earn service creates a “win-win-win” situation for members, merchants and shopping malls. Members can earn points instantly without the hassle of visiting the Customer Care Centre of the malls or uploading receipts on to The Point app. Merchants stand to benefit from increased sales as members can immediately convert their earned points into Point Dollar for further purchases. Besides, they were not required to make any additional investments as the Group takes responsibility for system development and operation for the new service. Lastly, in the long run, the service is expected to boost sales revenue and foot traffic for SHKP malls. 

SHKP has always placed great emphasis on enhancing customers’ shopping experience and improving service quality by adopting new technologies and innovative ideas. In June 2023, the Group launched the city’s first rewards-redeemable  EV Super Charging service, which has received an overwhelming response from The Point members, accumulating over three million charging minutes by December 2023. Furthermore, the member-exclusive contactless parking service has been extended to 100 car parks managed by SHKP or Wilson Parking, providing great convenience for The Point members.

The Point integrated loyalty programme now covers over 2,500 merchants across 25 SHKP shopping malls in Hong Kong. Points earned by members can be converted into Point Dollar for direct spending, or redeemed for various benefits such as free parking, EV Super Charging service, or gifts. Notable partners of The Point include YATA, SmarTone, KMB and Go Royal (a loyalty programme for SHKP’s five Royal Hotels).

For better customer experience, The Point mobile app is undergoing a revamp and upgrade. The upgraded app will make it easier for members to earn and spend their points, and to access information about the latest offers and events at the malls.