Hong Kong S.A.R.
Hong Kong is a shopper’s paradise. It has been said that a mall is never more than 100 paces away. Many malls already have loyalty programmes to attract shoppers. Their digital platforms tend to be bloated and cumbersome, and many programmes still require customers to physically submit receipts and forms—all of which are pain-points that customers have to bear. Sino Group decided to create a loyalty programme that breaks free from such complexities and administrative red tape. We wanted to put the wow back into earning rewards! Through research, we found two insights: Hong Kongers are heavy social media users (83% participation*) and 90% of Hong Kongers play online games**. So, we combined Hong Kong’s 4 favourite pastimes (shopping, gaming and social media) to create S⁺ REWARDS—Hong Kong’s first multi-mall, gamified and socialised loyalty programme. Some benefits of the S⁺ REWARDS programme: 1. Rewarding and exciting – “shop-to-win” activities, earn badges to unlock privileges, etc. 2. Intuitive user interface – inspired by popular social media, no learning curve 3. Fully digital – Just receipts to earn points/validate free parking, no physical cards needed, etc. · Redeem rewards in-store – no need to visit customer service counter 4. Cross-mall benefits – customers can enjoy benefits at Sino’s 4 malls · S⁺ Community – an online community for customers to share discounts and tips with friends 5. Redeem rewards in-store – no need to visit customer service counter 6. S⁺ Community – an online community for customers to share discounts and tips with friends * Source: Statistical Highlights ISSH15/19-20, Research Office, Legislative Council Secretariat ** Source: PayPal 2018 Global Gaming Report
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