Sun Hung Kai Properties has launched a loyalty program integrated into its SHKP Malls app, which it rolled out a year ago.
The integrated shopping mall app combines news of the group’s 24 malls as well as more than 2900 merchants together and includes a range of practical functions covering dining, parking, shopping and promotion updates. It will also host SHKP’s “The Point”, combining the loyalty programs of 14 major SHKP Malls into one.
Sun Hung Kai Properties says the integrated loyalty program represents the greatest scale in Hong Kong’s shopping mall industry.
The Point also integrates Hong Kong’s first-ever hourly “Contactless Parking Service”. Once a member registers the vehicle plate number through the SHKP Malls App, the system will automatically carry out an identity verification process, allowing the registered vehicles to directly enter or leave the car park without tapping an Octopus or credit card.

“Leveraging on the edges of SHKP Malls, the launch of The Point by SHKP reinforces SHKP’s leading position in the industry, thus creating a three-way win for customers, merchants and the malls,” said SHKP executive director Christopher Kwok. “It will also increase customer loyalty by elevating customers’ spending and shopping experience, and encouraging members’ spending across different malls. In the era of technological innovation, this programme enables the group to strengthen digitalised management and acquire a more comprehensive understanding of the shoppers’ needs and preferences, so as to facilitate better formulation of promotion strategies and planning for the future development of the group’s retail projects, as well as to elevate customers’ smart living experience.”
Current VIP members of different SHKP malls can migrate their loyalty and bonus points to The Point through the SHKP Malls App, WeChat official account and website by designated dates.
At present, membership of the various SHKP Malls exceeds 300,000 and the company hopes the new program will expand that to more than 400,000 by year end.