Tipic - ShopShop@HK去街買

Campaign: Tipic - ShopShop@HK去街買

Company: Cherrypicks

Cient: The Hong Kong Retail Management Association, Quality Tourism Services Association  

Project Summary:

Cherrypicks launched the Tipic mobile app, a brand new cross-merchant e-stamp platform on 8 Sep 2020. Customers were able to collect and redeem e-stamps from different accredited and registered merchants on the Tipic platform. Upon launching the app, a six-month marketing campaign called, “ShopShop@HK去街買”, was held by Hong Kong Retail Management Association (HKRMA) and Quality Tourism Services Association (QTSA). Through promoting the synergy among merchants, HKRMA and QTSA’s goal is to boost local consumption and revive Hong Kong’s struggling retail industry. Customers were able to collect one e-stamp for every HK$250 spent at registered merchants from over 500 accredited retail stores to earn rewards. For retailers, the mobile app promotion campaign was able to boost city wide local shopping fun and drive business back into physical stores. During the campaign, over 284k stamps were issued, with over 57k stamps and 11k rewards redeemed for a 20% redemption rate. In terms of monetary value, this six-month long campaign brought in HK$70 million revenue to the retail industry during this hard time.

Background:

During a global pandemic that has lasted over a year, it has been a difficult task to drive customers into brick and mortar retail stores. With only a single brand, the incentive for consumers to visit a physical store location during a global pandemic is not enough. Research indicated consumers were trending towards spending carefully, though still with certain consumption power and also with an increased appetite for e-commerce. Through utilizing a large scale, cross-merchant loyalty campaign with attractive redemption gifts, all on a single platform, Tipic’s ShopShop@HK, participating retail shops drove customers back into physical store locations. The cross-brand synergy among different retailers provided enticing incentives and undeniably encouraged many customers to spend at participating shops.

Objective:

The objective for Tipic’s ShopShop@HK was to accelerate the recovery rate of the local economy, to bring more revenue to the participating members of HKRMA and QTSA and attract more sales for participating retailers. Through promoting synergy among merchants, HKRMA and QTSA’s ultimate goal was to unite and digitally transform the customer loyalty programs for all their merchants, including brands who may not have previously had their own and revive Hong Kong’s ailing retail industry during a global pandemic. For retailers, the mobile app promotion campaign encouraged city wide local shopping fun and drove business to brick and mortar stores.

Execution:

Consumers were able to collect one e-stamps for every HK$250 spent and earn rewards at registered merchants from over 500 accredited retail stores. They just needed to download the Tipic app and let the retail staff scan the QR code generated from the Tipic app. The app will record the amount of spending and automatically calculate the number of e-stamps the customer should receive. With the e-stamps, customers can go to other stores that have joined the campaign to redeem gifts, by simply letting the staff scan the QR code generated from the Tipic app.
To participate in the cross-merchant campaign, retailers only needed a mobile phone or tablet to distribute e-stamps or rewards through the Tipic app, there was no additional requirement to set up any additional POS system. Cherrypicks’ Tipic team also provided an extensive CMS and app manual along with zoom training sessions so even new users of e-commerce platforms could easily manage the platform.

Results:

Tipic’s ShopShop@HK campaign issued over 284k stamps, with over 57k stamps (20% redemption rate) and over 11k rewards redeemed. The campaign generated over HK$70 million revenue for the retail industry during a global pandemic when people have trended to spend more time at home.

Presentation Deck: Tipic - ShopShop@HK去街買