Customers
Customers
Swire Properties seeks to continuously improve our services and offerings. To achieve this, we must understand our customers’ needs, and feedback is a vital part of this understanding. In 2024, our customer-focused research programmes continued to provide us with invaluable data which will be analysed and used to further refine the customer experience and our market positioning.
Data Management and Protection Governance
GRI 418
HKEX Aspect B6, KPI B6.5
HKEX Aspect B6, KPI B6.5
Swire Properties has established a Data Management Protection Steering Committee to promote effective personal data governance within the Company. The committee’s task is to cultivate a culture of data privacy and protection with responsibilities that include:
- Developing and endorsing a data privacy vision and strategy for Swire Properties.
- Formulating and approving a Data Management Protection Plan (“DMPP”) and other internal policies that pertain to data privacy.
- Defining the governance process and ensuring its implementation, while continuously evolving and improving the process over time.
We are committed to protecting the privacy of our customers. The DMPP covers our operations in Hong Kong and the Chinese Mainland and provides guidance on the handling of personal data, including that of our customers, throughout the data lifecycle. The policy is updated from time to time to ensure compliance with the relevant laws and regulations.
Under the DMPP, our employees are required to comply with internal guidelines covering the collection, processing, transfer, retention and disposal of personal data. We also include data protection obligations in contracts with third-party data processors.
Annual Branding and Shopper Behaviour Research
The annual Shopper Behaviour and Branding Research Programme is conducted in all nine Swire Properties malls in Hong Kong and the Chinese Mainland. The 2024 programme ran throughout the year, with research conducted in two components – a quantitative exit interview and a quantitative online branding survey, both of which identified shopper profiles, gauged customer behaviour, determined the brand presence and predisposition in the malls, and gathered information on customer needs. Shoppers in competitor malls were also surveyed to compare our performance with theirs.
As in previous years, the results will help us measure and monitor our malls’ performance, recommend actions for customer service, marketing and leasing, and guide future business decisions. We aim to understand how our retail malls can resonate with people while establishing Swire Properties as a meaningful brand for our customers.
Hong Kong Mystery Shopper Programme
Our 2024 Hong Kong Mystery Shopper Programme consisted of visits conducted by our research agency partner. The programme evaluates the performance of customer service officers (“CSOs”) in our three Hong Kong malls, identifying their strengths and weaknesses and providing actionable recommendations for better customer service and customer experiences. The evaluations are based on our CSO guidelines. Scores are calculated in terms of overall performance and at the individual mall level. The results will help us curate a better customer experience which is central to our sustainability strategy from a consumer point of view.
Hong Kong Qualitative Research Project 2024
We conducted a qualitative research project in two of our Hong Kong malls this year – Cityplaza and Pacific Place. The research was conducted in two parts: focus groups and in-depth one-on-one interviews. The focus groups provided an overall idea of the perceptions of similar groups of customers, while the in-depth interviews gave us insight into specific topics and customer feedback.
The project fieldwork for Cityplaza Mall took place in March and April 2024, while the work for Pacific Place Mall was conducted in August 2024.
Both projects greatly enhanced our understanding of our core customers, allowing us to customise strategies to improve shoppers' experiences with Swire Properties.
In future research endeavours, we hope to track and monitor our malls’ performance against our competitors, which will allow us to ensure we remain market leaders.
Voice of the Customer Programme
This new initiative helped us collect ongoing customer feedback using an agile, digital-based approach. Covering Citygate Outlets, Cityplaza and Pacific Place, Voice of the Customer targeted mall shoppers or members who are current users of our retail mall apps, getting them to share their viewpoints about our malls online so that our management offices could act swiftly on the feedback.
As a result, we are better positioned to address our shoppers' concerns and challenges, thereby enhancing their overall experience with us.
Retail Customer Sports and Health Engagement Events
Meet and Greet with Siobhán Haughey
Meet and Greet with Siobhán Haughey
Cityplaza hosted a meet and greet event with Olympic medallist Siobhán Haughey following her success from the 2024 Summer Olympic Games in Paris. The event attracted nearly 300 shoppers, each receiving her biography as a souvenir. The initiative reinforced our reputation as a committed supporter of local sports.
“Welcome to Anfield – the LFC Experience” Collaboration with Liverpool Football Club
“Welcome to Anfield – the LFC Experience” Collaboration with Liverpool Football Club
Three of our properties participated in Swire Properties’ inaugural collaboration with the Liverpool Football Club (“LFC”) in 2024 – Cityplaza in Hong Kong, Taikoo Hui Guangzhou and Taikoo Li Chengdu in the Chinese Mainland. The “Welcome to Anfield – the LFC Experience” was a unique celebration of global sports culture, creating a realistic mock-up of parts of one of the world’s most famous stadiums, encouraging visitors to share moments and experience LFC memorabilia through a series of engaging activities and interactions with some of the club’s legends.
The installation brought famous places from Anfield Stadium to life for local communities, including the Shankly Gates, the players’ tunnel, the renowned stand known as The Kop, the players’ locker room and the Champions Wall. Fans engaged with LFC trophies and artefacts, participated in football-themed games and met LFC legends. Additionally, 64 children from the local community were given an exclusive one-day football clinic experience. Close to 100,000 people participated in total across the three locations, driving monthly mall traffic up almost 15% and creating a dynamic, energetic and fun atmosphere.
Cityplaza Ice Palace Named “Most Popular Ice Rink In HK”
Cityplaza Ice Palace Named “Most Popular Ice Rink In HK”
Cityplaza’s iconic Ice Palace was named the “Most Popular Ice Rink in HK” at the HKCT Business Awards 2024, organised by the Hong Kong Commercial Times. The award recognises our ongoing mission to offer unique experiences to visitors and is a symbol of the Ice Palace team’s hard work and dedication to build a vibrant local community and ensure that the ice rink becomes part of the collective memory of Hong Kong.
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