Hong Kong Market reinvents the wet market experience with Omnichat's WhatsApp O+O solution

Hong Kong Market, a subsidiary brand of the Uni-China Group, recently partnered with Omnichat, an all-in-one omnichannel AI customer experience platform. Their collaboration centred around the campaign, "Hong Kong Market: WhatsApp O+O innovations in wet market experience," aiming to revolutionise how Hongkongers access fresh produce by bringing the quality and vibrancy of traditional wet markets directly to consumers online. 

This innovative initiative proved highly successful, earning Hong Kong Market two prestigious Bronze awards from MARKETING-INTERACTIVE: “Best Idea – Digital Solution” at Markies Awards 2025 and “Best Loyalty Strategy – eCommerce” at the Loyalty and Engagement Awards 2025. 

Recognising the growing trend of home cooking, particularly amongst younger generations, Hong Kong Market sought to capitalise on this shift by embracing an “Online-plus-offline” (O+O) strategy. The goal was to bridge the gap between their physical market stalls and the digital preferences of modern consumers.  

Partnering with Omnichat enabled Hong Kong Market to transcend the limitations of a purely brick-and-mortar operation. By strategically extending its reach through WhatsApp integration and a dedicated mobile application, the collaboration effectively broke down geographical barriers, delivering the authentic energy and convenience of the wet market experience directly to customers' fingertips. 

Leveraging the capabilities of WhatsApp and Omnichat, Hong Kong Market provides comprehensive customer support that spans the entire purchasing process, from initial pre-sales enquiries right through to after-sales assistance. This commitment ensures a consistently seamless and supportive experience, significantly enhancing the overall customer journey.  

Customers benefit significantly from the convenience and familiarity of using the widely adopted WhatsApp platform for enquiries with Hong Kong Market. Immediate assistance for frequently asked questions is available 24/7 via an intelligent WhatsApp chatbot, saving valuable customer time. Indeed, this automated approach effectively handles over 98% of enquiries received through their primary messaging channels.  

Beyond efficient support, Hong Kong Market strategically utilises the chatbot to gather valuable customer insights for remarketing purposes. Simultaneously, it drives engagement by offering exclusive discounts directly within the chat interface, effectively rewarding customer interaction. 

WhatsApp is leveraged to engage both potential and existing customers through targeted broadcast campaigns featuring relevant updates and enticing offers. The distribution of exclusive WhatsApp coupons, for instance, acts as a powerful tool not only for acquiring new subscribers but also for cultivating lasting customer loyalty.  

These timely rewards incentivise continued engagement with the brand across its digital touchpoints and help create a positive feedback loop. Furthermore, Hong Kong Market effectively utilises the data gathered to personalise future promotions, making communications increasingly relevant. 

Functioning as a vital promotional channel and contributing significantly to revenue, WhatsApp demonstrably enhances conversion rates and fuels overall business growth for Hong Kong Market. This success stems from a conscious decision to innovate within a traditional sector, as Agnes Lung, Executive Director and Chief Marketing and Digital Officer, explains: “We've seen customer habits shift significantly in recent years, presenting traditional wet markets with the opportunity to adopt eCommerce. By launching online platforms for fresh produce and meats, offering home delivery, and integrating digital payments, they can enhance customer experience and stay competitive." 

It is this forward-thinking approach, brought to life through the partnership between Hong Kong Market and Omnichat, that exemplifies how the right technology and strategic vision can modernise traditional sectors. Together, they are setting a compelling benchmark for customer experience excellence and business transformation. 

This article is sponsored by Omnichat.