MENU PLACES PEOPLE PAPARRTTNNEERRSS PERFORMANCE PERFORMANCE (ENVIRONMENT) (ECONOMIC) Partners 2022 Progress Suppliers Tenants Customers Residential Owners, Occupiers and Serviced Apartment Residents “Personally Yours” brings to life new retail service concepts that connect people, goods and spaces. It facilitates private traffic marketing, enables brands to adopt targeted marketing and enhances the consumer experience through four key features: 1. “Creative ways to play” – The campaign invites customers into a digital world where they use a pioneering user-generated content (“UGC”) model to customise their own unique virtual avatars and obtain their own exclusive digital collectible for use in an engaging multiplayer game – a first for Swire Properties. 2. “Empowering brands to link virtual and real-world realities for targeted marketing” – brands can digitally showcase their products, creating online exposure which is then converted to foot traffic at physical stores. Through the game, online gameplay is connected to the in-store experience. 3. “Digital art augments the attractiveness of fashion” – the campaign includes digital art with physical products. In addition to making personalised images and virtual outfits, the campaign requested two artists to create 10 digital works of art inspired by our 50th anniversary theme. The participants were allowed to reuse these pieces to make their own digital creations. 4. “A whole new self image” – the campaign supports and encourages participants to use diverse and elaborate digital designs for their virtual avatars when adding fashion elements to their hair styles, facial features, expressions, and clothing. By connecting the virtual and physical worlds, “Personally Yours” was more than an isolated marketing event – it became a sustained engagement and outreach initiative, a symbol of Swire Properties Creative Transformation ethos. As of 12 September 2022, the campaign had generated nearly RMB15 million in advertising value, and the “Personally Yours” game acquired over 220k interactions. HK1 CRM We continued to rollout the customer relationship management (“CRM”) platform in 2022 at Swire Properties’ shopping malls in Hong Kong, which now covers Citygate, Cityplaza and Pacific Place. Designed to enhance shopping experience for customers and streamline processes for mall staff and management, the platform integrates customer information allowing for better management of customer loyalty programmes, including tiers, campaigns, rewards, redemptions and gifts. The platform is also speeding up rewards redemption and receipt verification time, reducing inventory error and providing advanced data analytics that allows for precision marketing. In 2023, the team plans to expand the platform to include contactless car-parking services, digitalised valet parking and other incremental features that will enhance the customer experience and create further efficiencies. SUSTAINABLE DEVELOPMENT REPORT 2022 154