MENU PLACES PEOPLE PAPARRTTNNEERRSS PERFORMANCE PERFORMANCE (ENVIRONMENT) (ECONOMIC) Partners 2022 Progress Suppliers Tenants Customers Residential Owners, Occupiers and Serviced Apartment Residents Digital Customer Experience TAIKOO+ Mobile App Launch – Unlock Cross-portfolio Synergy Launched in November 2021, the TAIKOO+ mobile app is a unified, “one-stop shop” platform designed to attract cross-mall registration and unlock cross-portfolio synergy. Covering three Hong Kong shopping destinations – Pacific Place, Cityplaza and Citygate Outlets – the app provides several member services through a single platform, with core services including loyalty programme enrolment, conversion of spending to points and rewards redemptions. The TAIKOO+ app has performed Impressively thus far, yielding: • A 352% growth in Cityplaza and Citygate Outlets shared membership. • An overall increase in shared members at all three malls of 273%. • A 56% engagement rate of Cityplaza loyalty members. • A handling rate of more than 65% of Cityplaza and Citygate Outlets receipt uploads by the app – helping capture member data for analysis and increasing the operational efficiency of customer service counters. The “Personally Yours” Digital Game Campaign Launch In the Chinese Mainland, Gen Z consumers are increasingly responding to personalised product marketing. To reach this large market segment, Swire Properties devised the “Personally Yours” digital campaign for our 50th anniversary. This new experiment in commercial real estate is a unique, proactive and integrated approach to customer engagement. SUSTAINABLE DEVELOPMENT REPORT 2022 153