SHKP malls receive accolades in online marketing

Given the rising popularity of e-commerce, three major shopping malls managed by Sun Hung Kai Properties (SHKP) – including East Point City, Landmark North, and PopWalk – joined hands to launch the ‘Crazy Sale eStore’ campaign, attracting customers from online to offline for shopping in malls, especially in times of Covid last year

The overwhelming success of the campaign has won SHKP a total of 16 awards in two prestigious competitions in the industry, the ‘Mob-Ex Awards’ and the ‘Asia e-Commerce Awards’, including the grand award of ‘Best of Mob-Ex – Brand of the Year’.

“The recognition conferred by the awards is one of the greatest honors for our team this year,” says Fiona Chung, Director of Sun Hung Kai Real Estate (Sales and Leasing) Agency Limited. “It’s most gratifying because it is a testimonial from a top-notch judging panel as well as from our peers in acknowledgement of our agility, resilience and boldness in launching this digital marketing campaign.”

Chung points out that the retail industry has witnessed a drastic transfomation in consumers’ shopping behavior under the impact of Covid. To induce shoppers to purchase, the three shopping malls joined their hands together and came up with developing e-commerce as a means of drumming up business.

In this connection, SHKP launched the ‘Crazy Sale eStore’ campaign last summer to introduce customers to a large-scale online sales promotion. “Boosting sales and footfall and stimulating shoppers from online to offline sales are our prime objectives.”

Featuring over 130 tenants from three SHKP shopping malls, the campaign successfully stimulated sales for tenants and maximized customer experience with a series of appealing offers, including reserving popular items at only HK$10, and a discount of up to 30% for online pre-order products.

Chung attributes the success of the campaign to three key factors – catching the market trend; creating a synergy effect; and applying technology. Taking a cue from the rising popularity of live streaming and online shopping, the campaign leverages omnichannel to engage customers. The result was their live streaming on social media went viral online with over 1 million views, and over 90% of e-coupons were sold on the launch day.

The campaign has also achieved an overwhelming promotion effect through The Point by SHKP, SHKP malls’ integrated loyalty programme, which helped deliver the promotion messages effectively to the target audiences with high spending power. Furthermore, the partnership with tenants expanded the discount offers to shoppers, and lifted the draw power of the campaign.

Chung points out that by tapping into technology, they were able to better tailor their promotional campaign to meet marketing objectives. “By reviewing the preference and needs of our target audience, we developed a new platform specifically for the campaign to perfect customers’ shopping experience,” she adds.

Moving forward, Chung says the malls will continue to adopt a targeted approach in devising a variety of promotion campaigns both online and offline, to create a win-win-win situation for shoppers, tenants and the shopping malls.