MENU PLACES PEOPLE PAPARRTTNNEERRSS PERFORMANCE PERFORMANCE (ENVIRONMENT) (ECONOMIC) Partners 2022 Progress Suppliers Tenants Customers Residential Owners, Occupiers and Serviced Apartment Residents Customers Swire Properties seeks to continuously improve our services and offerings. To do this, we must understand our customers’ needs, and feedback is a vital part of this understanding. In 2022, our research programmes continued to provide us with invaluable data which will be analysed and used to further refine the customer experience and our market positioning. Privacy Policy GRI We are committed to protecting the privacy of our customers. Our Privacy Policy covers our operations 418 in Hong Kong and the Chinese Mainland. This policy on data management and protection provides HKEX guidance on the handling of personal data, including that of our customers, throughout the data lifecycle KPI B6.5 and will be updated from time to time to ensure compliance with the relevant laws and regulations. Under the Privacy Policy, our employees are required to comply with internal guidelines covering the collection, processing, transfer, retention and disposal of personal data. Retail Customers We obtain valuable feedback from customers visiting our major retail properties through annual customer surveys and our Mystery Shopper Programme (“MSP”). We conduct three types of marketing research: annual shopper behaviour and branding research; the MSP; and a luxury shopper programme in the Chinese Mainland. Annual Shopper Behaviour and Branding Research Our 2022 shopper behaviour and branding research programme was carried out in all nine malls in Swire Properties’ portfolio, beginning in Q3 of 2022. Carried out by a research agency, the research programme consists of qualitative and quantitative studies, designed to identify shopper profiles, gauge customer behaviour, determine the presence and predisposition of mall brands, and understand customer needs in each of the malls. Results from the studies will help us gauge the performance of our malls and provide actionable insights for management teams. In 2021, nearly 6,600 interviews and 2,500 online brand surveys were completed. The survey covered 100% of our major retail properties in Hong Kong and the Chinese Mainland and a number of their competitors. Over 97% of the response ratings were between “excellent” and “good”. Our new cycle of annual shopper behaviour and branding research programme is being carried out in all nine malls in Swire Properties’ portfolio beginning in Q3 of 2022. The results will be available in mid-2023 and will be used to facilitate the long-term strategic planning processes at our malls. SUSTAINABLE DEVELOPMENT REPORT 2022 151