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parKnshop, a s Watson’s popular supermarket brand
in hong Kong, is beginning to utilise digital solutions to
popularise and promote its wine segment’s commitment
to source selections of wines from around the globe. To
proactively improve the experience for wine enthusiasts, the
parKnshop Wine app was designed to keep users informed
of exclusive offers, latest promotions, wine industry news, and
promotional event schedules. The app also features information
on over 400 wines from around the world and includes a Wine
search function whereby customers need simply to enter
keywords or select a combination of search criteria (price
range, wine type, grape type, region, food pairing or occasion)
to locate what they want in an
instant. ratings, tasting notes and
suggestions can also be shared by
other users of the app and through
integrated social media platforms. a
built-in feature allows customers to
capture the barcode of any wine with
a smartphone camera to either make
a purchase or simply access product
information. To add to customers’
convenience, app users can create
and save wine shopping lists or order
their favourite labels for direct home delivery, whilst the app
also allows users to add their favourite wine labels into a virtual
wine cellar where their own ratings and tasting notes can be
stored and later “shared” across social media networks.
The Group believes that a good digital strategy should be
able to bring customers closer to our brands. The perfume
shop, acquired by a s Watson in 2005, is a uK perfume retailer
that had launched a crm club quarterly magazine called
“
scents” dedicated to perfume. The scents app comprises an
interactive e-version of the magazine aimed at informing users
of the hottest new launches, exclusive celebrity interviews, and
information on perfumes. The app also offers customers an
additional touch point besides online or physical stores. With
just two issues in circulation, so far, there have already been
over 10,000 app downloads. in hong Kong, the new mobile
app of compass Visa, a joint-venture of hutchison and DBs
Bank (hong Kong), will enhance the function from being just
a tool to enter lucky draws to enabling customers to check their
compass Dollar balance, redeem asiamiles and over thousands
of gadgets with home delivery, mobile coupon (Qr code) for
redemption and register personalised campaign with result
tracking function.
The Group aims to continue to harness technology and
innovation to drive its businesses forward into the digital age
by continuing to develop its digital media technology and
expand on its social media presence. Watsons china has been
able to achieve over 1.7 million fans on Weibo, making it the
only health and beauty brand in the
“
Top 100 annual Weibo influence
power” chart. such a dominant
social media presence, when used to
communicate with customers, allows
for extremely efficient conversion of
“
fans” into customers with the simple
broadcasting of the latest product
and promotional information. in
fact, Watsons china has discovered
that approximately eight to 10 per
cent of customers become aware
of promotions via Weibo, further demonstrating the positive
impact that digital and social media have had on the
Group’s businesses.
Furthermore, the combination of interactive advertising
and social media has also proven to be a particularly
effective means of promotion in the digital era. as part of
its innovative 2012 “Life Bottled” advertising campaign, The
perfume shop asked Facebook fans and Twitter followers to
upload video clips of their most memorable moments. The
success of the “Life Bottled” campaign captures the importance
that social media are playing in the business world today.
hutchison’s continued emphasis on the exploration and
development of innovative digital media technologies will
continue creating opportunities to truly connect customers to
its brands.
“
The Group believes that
a good
digital strategy
should be able to
bring customers closer
to our brands.
”
