Highlight interesting facts on how your organisation enhance customer experience:

Strategy
The motto of the Group is “Make It Different”. We are dedicated to enhancing customer engagement differently to bring surprises for customers. For instances, “Hong Kong Market” which revitalise fresh market through advanced management model; “FRESH”, a brand-new retail concept which integrates wet market, supermarket, and F&B services, both providing a one-stop and user-friendly shopping environment for customers. Except for creating and maximising values to fresh market and supermarket fields, innovative solutions such as O2O campaigns, events, public relations, CRM programme, and joint promotions have been enforced to increase customer engagement.

On-and-off marketing strategies are tactfully implemented in retail business like fresh market “Hong Kong Market” and supermarket “FRESH” and “Hong Kong Flavour” under the Group. Social media like Facebook, Instagram and YouTube etc. are well-managed to drive customers from online to offline. For Hong Kong Market, Market KOL who shares information on promotions, stall introduction, etc. on social media attract customers from online to offline. Facebook Live of weekly special deal are held regularly, allowing customers to order online and get their order delivered. For “FRESH”, live broadcast will be regularly held by staff to promote the seasonal promotion items and introduce products as well.

In terms of offline marketing, thematic events such as Member Thankful Day and Seafood Auction provides exclusive discounts, enhancing customer interactions for Hong Kong Market. The innovative Market DJ broadcasts daily promotions on-site, enhancing the shopping atmosphere. Joint promotions have been launched, such as cooperating with public utility Towngas for roadshow, home appliances retailer Suning for lucky draw, and Visa for encouraging digital payment usage etc., engaging customer through unique joint offers which cannot experience in traditional market. For “FRESH”, thematic events were held monthly, like “FRESH Provision Store” which provides 500+ nostalgic childhood ice treats, snacks, toys, and locally made frozen street food and traditional local fun games, and “League of Chilli” which an on-site chilli-eating contest was held with nearly 400 hot and spicy food items gathered from over 10 countries, injecting vitality in our stores like no other supermarkets offered.

Moreover, the revolutionary e-membership was also started for the first time in fresh market in Hong Kong. Members can redeem gifts by the points earned upon each purchase which strengthening customer cohesion. First-ever digital payment is implemented with 17 methods. More than a fresh market, Hong Kong Market has turned into a community hub, providing a ground-breaking shopping experience.

The Group also applies various customer engagement strategies in new retail concept supermarket, “FRESH”, where one-stop shopping is available for fresh ingredients, ambient and F&B. Other than 20+ themed zones with own unique design, 4 payment methods are accepted, especially “Pay & Go” where customers can check out instantly at each zone. “Seamless Buy” app is also available for customers to scan the products anywhere in-store and pay with one click at checkouts. Festive events will also be organised at our shopfronts, such as Halloween and Chinese New Year, upscaling the shopping experience to another level.

Methodology
Online and offline channels are used for customer engagement strategically. More than 450,000 followers are accumulated across all social media platforms managed by our Group, drawing our customers from online to offline. Around 40 branches of fresh market and supermarket are used to held thematic events monthly to bring surprises to customers. Both online and offline channels are complementary to each other, contributing to an all-around customer experience.

Problems & Solution
We have been introducing new concepts to revitalise the businesses of different sectors. For instance, in terms of Hong Kong Market, the wet market operator under our Group, one of the main problems is the negative perception of wet markets. Traditional wet markets were regarded as unhygienic with no management and customer services at all. The younger generations would rather visit supermarket for daily purchases. To enhance customer experience, an efficient management system must be established in addition to the improvement of the environmental hygiene of the market. For improving the environmental hygiene, highly efficient air conditioning systems were implemented to remove the foul smell of wet markets. Strong cleaning team has been employed to ensure the environmental hygiene is maintained. In regard of quality assurance and control, an internal audit team is set up to execute the regular market visit and inspection process. Moreover, an audit App is launched to facilitate the regular audit and issue report for record and follow-up actions, endeavouring to monitor and manage the markets on several criteria, including customer service, product display, hygiene, and market facilities.

To move with the times and keep up with the business trends, technology has also been incorporated into our markets to revolutionise the business model of wet market and to bring extra convenience to customers. We are the first operator to introduce 17 types of digital payment in wet markets in Hong Kong. At first, the tenants were unwilling to go digital. But after offering pull factors like education to tenants and joint promotions to attract and benefit more customers, the tenants finally agreed and mastered the use of digital payments, drawing more younger generations to visit day by day. We are also the first to introduce membership programme in Hong Kong wet markets. To attract new customers and strengthen customer loyalty of our existing customers, gift redemption is available for members by earning points via daily purchases. Until now, we have already recruited more than 600,000 members under Hong Kong Market.