Hang Lung Properties is committed to fostering a long-term relationship with customers. To achieve this, the company leverages innovative ideas and social media technologies to develop Hang Lung e-Privilege, Hong Kong’s first coupon management system powered by social CRM. Its innovative use of marketing technology brought Hang Lung Properties three awards at the Loyalty & Engagement Awards 2020 organised by the Marketing magazine in Hong Kong, including the gold award in the category of the Best use of Social Media Strategy, the silver award in the Best CRM Strategy category, and the bronze award in the Best Use of Technology category.
Overcoming shortcomings in social media data management and traditional CRM systems
Nowadays, shopping malls rely heavily on social media promotions and CRM systems to collect crucial sales data. The innovative use of social CRM collects and traces customer data across all stages. Customer behaviours are analysed in the pre-sales stage to provide a holistic view on pre-sales, sales and post-sales behaviours in a cross-shopping mall context. Hang Lung e-Privilege also supports a broad integration with online and offline channels, enabling fragmented social and offline data to be analysed under the same roof. Existing promotion channels include Facebook, WeChat, SMS and ad-hoc offline campaigns.
Seamless integration with the most popular social media platforms
Seamless integration with social media and personalised re-targeting allows Hang Lung e-Privilege to be a day-to-day partner for customers. The system works on social media platforms and web browsers, and customers can access it anytime and anywhere. The system completes the whole cycle of data collection, analysis, and precise re-targeting via social media. Taking Facebook chatbot as an example, the system sends out reminders on coupon expiration and best-fit promotions to customers automatically at the right time and right place, which highly improves the click-through rate, redemption, and the customer return rate.
Consistent innovation by Hung Lung e-Privilege
Given the ever-changing social media landscape and the boundless possibilities in O2O marketing, Hang Lung e-Privilege is scalable and agile, enabling it to adapt to different campaigns and delivering a fun and convenient experience to customers and digital marketers. Hang Lung Properties will continue to innovate and deliver the best experience for customers.
This article is sponsored by Hang Lung Properties.