SINO Group Major Mall Business Strategy in 2019
Hong Kong’s first multi-mall socialized rewards program “S+ Rewards” to be launched in 2019 Q1 firstly at tmtplaza, Olympian City and Citywalk. Platform brings together over 750 merchants, leading the retail sector into a new chapter
Hong Kong, 18 December 2018 - Possessing one of Hong Kong’s most extensive mall networks, and always striving to consistently deliver greater quality experiences for customers, Sino Group announced today its “2019 Mall Business Strategies.” Sino Group will be launching its key project, “S+ Rewards”, Hong Kong’s first multi-mall socialized rewards program, in 2019 Q1. The program enhances customer shopping experiences, strengthens customer loyalty to the Group’s malls, sustains and grows mall traffic to support tenants, and increase sales volumes.
As 2018 is coming to an end, Mr. Tony Budhrani, General Manager (Leasing) of Sino Group is optimistic about the 2019 market, “The 2018 Hong Kong retail sales data showed that the retail market is recovering. As of October 2018, Hong Kong retail sales have seen growth for 10 consecutive months. According to the information provided by our tenants, the sales of food & beverages, skincare & cosmetics, and sports & leisure products have increased significantly. I believe that the retail industry will continue to grow at a considerable rate in 2019. With the high employment rate in Hong Kong, the public has a certain degree of purchasing power and consumer confidence; also our Group’s shopping malls are mostly located near large-scale residential areas and much of consumption is for daily necessities. Therefore, even facing market uncertainty as operators currently are, the impact in terms of our own operations is relatively low. In addition, the opening of the Hong Kong section of the Guangzhou-Shenzhen-Hong Kong Express Rail Link and the Hong Kong-Zhuhai-Macao Bridge has opened the gateway for mainland visitors to enter Hong Kong from the westernmost part of the city. With our three flagship shopping malls located along the west part of Hong Kong’s railway network, this can certainly bring further growth to mall traffic and turnover. Given all this, I am confident that both the overall turnover of Sino Group shopping mallsmay increase by 10% in 2019.”
In order to capture and create more business opportunities and attract more traffic, Sino Group has developed a holistic strategy, and is determined to introduce innovative technology to its shopping malls to bring customers a wholly new shopping experience. Ms. Andrea Leung, General Manager, Leasing Marketing and Promotions of Sino Group said, “We are actively bringing innovation and technology into our mall business to further enhance the customer shopping experience. For example, we set up Hong Kong’s first shopping mall STEM Lab at Olympian City in 2017. We have also partnered with AlipayHK to promote smart shopping malls with the opening of Hong Kong’s first unmanned store, as well as distributing e-red packets during promotional activities, introducing further automated payment experiences, and 3D holographic product displays to make shopping more convenient for customers and increase their participation and loyalty to the malls.”
In addition to introducing innovative technology, Ms. Andrea Leung mentioned that enhancing the Loyalty Program of the malls will be the Group’s major strategy in 2019. She added, “The Group understands that enhancing customer experiences and strengthening customer loyalty are keys to our malls standing out. In view of this, we are actively developing different services and products through a diversified and comprehensive retail model to reinforce the positioning of our malls.”
Mr. Tony Budhrani took this opportunity to announce the Group’s ‘2019 Mall Business Strategies’ and said, “Some of our malls have launched their individual mobile applications and websites, such as tmtplaza, Olympian City and Citywalk with a number of new features introduced. In 2019, the Group will focus on launching ‘S+ Rewards’, the first multi-mall socialized interactive rewards program in Hong Kong, to bring customers another major breakthrough in shopping experiences.”
“S+ Rewards”, Hong Kong’s first multi-mall socialized interactive rewards program, leads the retail sector into a new chapter
Developed by Sino Group, Hong Kong’s first multi-mall socialized interactive rewards program, “S+ Rewards,” will officially be launched in 2019 Q1. The first phase will cover the Group’s three flagship malls, tmtplaza, Olympian City and Citywalk. The program will be extended to other shopping malls of the Group by late 2019, and is expected to bring customers revolutionary, intimate shopping experiences, as well as to strengthen customer loyalty. Furthermore, it will redefine shopping experience, and lead the industry to create an entirely new retail scene.
Ms. Andrea Leung said, “The ‘S’ in ‘S+ Rewards’ stands for Sino Malls, Social, and Spending Rewards. It is a socialized interactive rewards program that links up all shopping malls under the Sino Group and connects people at the same time.”
A wide range of exclusive offers and rewards
Customers can download the “S+ Rewards” app for free. In the first phase, it can connect them to over 750 merchants in the Group’s three flagship malls, tmtplaza, Olympian City and Citywalk. One simple app with no physical card, customers can shop and spend across the three flagship malls anytime to earn S+ Rewards points and enjoy different exciting offers and rewards. Customers can use the S+ Rewards points to redeem gifts and enjoy priority status in activities at the three malls, or to redeem free parking hours directly in the S+ Rewards app to save time queuing at the customer service counter - and thereby enjoy more shopping fun. When it comes to the second phase of the launch, customers may even convert their points into ‘S Dollar’ which can be used as cash at participating merchants.
Interactive function for sharing of Shopping Activities
The interactive features of the S+ Rewards app allow customers to share promotional offers, favorites and best buys, discounts, and other shopping tips or experiences with their friends. Customers can link the contact list in their mobile phones with the S+ Rewards app and through S+ Community to invite their friends to become S+Rewards new members to enjoy the wide variety of offers in S+ Rewards. Meanwhile, S+ Rewards can strengthen the connection between friends and family, and allowing people to find their favorites at every corner of the malls easily. During festive seasons, or for friends’ and relatives’ birthdays, customers can use S+ Rewards points to redeem gifts to their friends. In the second phase of the launch, customers can transfer points as gifts to express their blessings to friends and family.
Revolutionary gamified shopping experience
In addition to offers and rewards from the S+ Rewards program, customers can earn badges upon fulfilling specific S+ Rewards requirements. Each badge comes with special time-limited privileges such as exclusive gifts, discounts and more. Combining games with shopping experience, S+ Rewards will feature various special activities and interactive games for customers to win festival-specific or time-limited offers.
Ms. Andrea Leung said, “S+ Rewards is not only beneficial to the Group’s shopping malls in attracting more customers, but also in terms of developing our analytical tools to further understand customers. Through S+ Rewards, we can collect different data to understand the shopping habits, expectations and needs of consumers. With this information, we can create a shopping experience that is more in line with the needs of customers. The Group spent nearly a year developing the S+ Rewards application and invested about HK$20 million. Information and features will be launched in phases strategically. We have high confidence in S+ Rewards and expect a download rate of 100,000 users in the first year.”
Mr. Tony Budhrani added, “Tenants are supportive of the launch of S+ Rewards and our marketing strategies. For example in first phase promotion, over 750 tenants in tmtplaza, Olympian City and Citywalk have confirmed participation. The Group expects the launch of S+ Rewards will stimulate sales and increase the overall turnover of the malls to a new record high in 2019. We expect the overall turnover and the mall traffic also to increase by 10% year-on-year in 2019, thereby creating a win-win situation for customers, tenants and the malls.”
“S+ Rewards” mobile application key features, bringing customers a new interactive shopping experience
A social network to share shopping tips and deals with friends:
Customers can invite friends to become “S+Rewards” members through “S+ Community” and enjoy members’ privileges
Customers can share the latest mall promotions and their shopping activities through the platform
Customers can even use “S+ Rewards” points to send gifts or transfer points (available in Phase 2) to their friends during festive seasons
A wide range of fabulous electronic rewards:
Customers can shop and spend at over 750 merchants across Sino shopping malls (in the first phase) to earn “S+ Rewards” points to redeem a wide range of exciting offers and rewards, and enjoy priority in mall activities
Customers can redeem free parking hours using the “S+ Rewards” app instantly
“S+ Rewards” members can enjoy a birthday bonus and member-exclusive offers Customers can convert points into S Dollar which can be used as cash at participating merchants (available in Phase 2)
Interactive gamified badge privileges:
Customers can earn badges after fulfilling specific “S+ Rewards” requirements. Each badge comes with special time-limited privileges such as exclusive gifts, discounts and more
Customers can share shopping experiences with friends and earn extra points or badges through interactive games on the “S+ Rewards” app
About Sino Group
Sino Group is one of the leading property developers in Hong Kong with core business in developing residential, office, industrial and retail properties for sale and investment. The Group is also a major player in hotel investment and management, club management, property management, car park operations as well as environmental and security services.
We employ more than 10,000 committed staff members, who share the mission of creating better lifescapes by delivering quality products and services while upholding integrity and advocating sustainability.
Dedicated to promoting arts and culture to enrich lifescapes, Sino Group initiated ‘Sino Art’ in 2006 as one of the four key pillars of the Group’s corporate social responsibility efforts, alongside Sino Care, Sino Green and Sino Heritage. Sino Art seeks to make arts and culture accessible to all. In addition to supporting arts and design events, we curate events and partner with cultural organisations to promote arts, and provide local and international artists with a platform to showcase their works at the Group’s properties. We extend our reach and bring arts to the community through the launch of ‘Sino Art in Community’ in 2013.
About Sino Malls
All of Sino’s retail spaces are conveniently located in buzzing commercial or residential areas. Riding on the decades of experience and drive to improve the shopping experience, Sino Group has a unique perspective on providing tenants with the best possible environment in which to grow their businesses.
The shopping malls under Sino Group have various positioning and edges, which include the “District Mall” – tmtplaza, Olympian City and Citywalk; “Commercial Malls” that are located at the busy business hub, which include Tsim Sha Tsui Centre, Empire Centre, China Hong Kong City, Shatin Galleria, Exchange Tower and Sino Plaza; “Residential Malls” located at large scale residential area, including Island Resort Mall, Avon Mall, Regentville, Gold Coast Piazza, The Waterside and Commune Modern. Among them, the Lee Tung Avenue located in Wanchai brings a 200-meter-long, tree-lined pedestrian walkway to Hong Kong Island, and it is home to sidewalk cafes, gourmet restaurants, and local and overseas fashion outlets. Lee Tung Avenue prides itself on its close connection with local communities and revitalizing traditional Wan Chai, while becoming one of the most popular focal points of Hong Kong.