Joy City Property has scooped two honours in the ICSC China Shopping Centre Awards at the 2015 Recon Asia-Pacific convention.

Yantai Joy City’s new media marketing campaign, New Year Red Packets won a gold award in the Emerging Digital Technology category, and Tianjin Joy City’s O2O marketing initiative, Liangshiju took a silver award in the New Retail Concepts category.

“It is noteworthy that Yantai Joy City not only pioneered the combination of WeChat Red Packets and payment methods through the New Year Red Packets, but also achieved mutual benefits for itself, its tenants and customers with the innovative marketing campaign,” said a Joy City spokesman.

Meanwhile, Tianjin Joy City’s Liangshiju is China’s first O2O customer loyalty platform to adapt to the internet. Consisting of its online and offline stores, the O2O customer loyalty platform encourages purchases on mobile applications and effectively guides the customers to the company’s stores with gift redemption and induce them to become its members.

The initiative has increased the membership significantly and at the same time boosted sales with accumulation and redemption of bonus points earned through purchases. The O2O initiative has enabled the company to surpass geographical limitations and revolutionise the conventional service of traditional customer membership centres.