Retail in Asia


K11 develops social presence in the Greater Bay Area

On 16th February, Chinese e-commerce enabler Azoya announced its partnership with K11 to develop a robust social presence in the Greater Bay Area (GBA).

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To address the escalating Covid-19 situation that is affecting its tenants, K11 is exploring the opportunity with Azoya to deploy social commerce using the WeChat platform. More specifically, Azoya assisted K11 to launch K11 Go HK WeChat mini-program.

Customers can now interact directly with tenants and smart sales consultants. The mini-program leverages K11’s strong portfolio of tenants and capacity of acquiring customer traffic both offline and online to increase overall brand awareness, customer loyalty and revenues for tenants, including Beyorg, Carbali, Champion, Kids 21, L’Occitane, Penhaligon’s, Thann and a dozen more brands who are also available on the physical premises.

One of the key features of the mini-program is its integration with the K11 membership system KLUB11. The fully-customized solution allows K11’s private domain customers to earn and burn points in the same mechanism as in offline stores. Customers are allowed to redeem for both physical and virtual gifts. 

According to the latest WeChat Open Class Pro, almost 97 percent  of shopping centers in mainland China have launched mini-programs, and total transactions of WeChat mini-program from the retail and travel sectors have surged 100 percent. Retailers such as K11 are capitalising on this boom.

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“Consumers want to form a closer relationship with brands in WeChat according to our study and practice. Our data shows over 34 percent of customers that participated in group chats have made at least 1 purchase in the past year, and we think the number will continue to increase,” says Davy Huang, director of business development from Azoya, “We are working with our retail partners to transform a large amount of idle sales reps into smart digital beauty advisors, who can interact with customers in WeChat groups, and convert interpersonal connections into deeper customer relationships.”