HK’s largest integrated shopping mall loyalty programme – The Point by SHKP

As Hong Kong’s largest integrated loyalty programme in the shopping mall industry, The Point by SHKP connects 20 malls under Sun Hung Kai Properties' (SHKP) portfolio spanning across Hong Kong Island, Kowloon and the New Territories as of August 2020.

The Point by SHKP provides quality shopping experience to customers

Riding on a single reward currency platform, members of The Point by SHKP can earn one point upon every HK$1 spending across over 2,600 shops in participating malls, which enables members to earn points faster and easier. Members can also upload receipts via the SHKP Malls app or the WeChat official account of The Point by SHKP to register points anytime and anywhere.

Additionally, members can redeem an array of 3,000 types of fabulous rewards. SHKP Mall e-Gift Certificate is also developed to attract members to redeem and spend at over 1,500 shops in participating malls again, which helps The Point by SHKP build a self-sustaining “ecosystem”.

Not only offering convenience to customers, digitalisation of point registration, gifts redemption and the use and redemption of e-coupon also undoubtedly help participating malls’ merchants free up manpower and resources by simplifying operational procedures and digitising business operations. Merchants can also reach out to preferred customer segments via The Point by SHKP's segmentation marketing, resulting in an increase in traffic and spending in shops.

The Point by SHKP strives for continuous improvement

The Point by SHKP has already acquired over 900,000 members, successfully re-engaged inactive members in previous loyalty clubs from individual SHKP malls and migrated their membership to The Point by SHKP. Visit frequency, cross-mall spending and average spending per member have all increased.

In addition, by collecting customers' feedback via multi-channels, such as app inbox, email, CS hotline and social media platforms, and conducting online surveys and focus group studies from time to time, The Point by SHKP understands customers' needs and thus makes continuous improvement and enhances features and services. 

Recently, contactless parking service is further upgraded with an auto-payment feature which enables members to enter and leave car parks, and pay parking fees automatically without the need to tap cards, allowing them to enjoy a truly seamless driving experience.

The Point by SHKP has also collaborated with partners including ifc mall's loyalty programme CLUB ic, Citibank and YATA to automate points conversion and points registration across loyalty schemes through API technology, thus increasing the attractiveness of The Point by SHKP.

In the years ahead, The Point by SHKP will continue to provide quality services and convenient solutions to customers in every step of the customer journey. Please stay tuned with us!