U Card by Festival Walk — the first ever mobile loyalty programme dedicated to university students in HK

(5 Sep, 2014) To begin an enduring loyalty programme in the new school year, Festival Walk has transformed the physical membership cards of its long-established U Card into ubiquitous mobile presence.

By digitalizing the membership programme, it bridges Festival Walk with university students, paving the way to long-term sustainable sales growth.

Absorb the most prospective affluent customers
For the target audience, Festival Walk has smartly defined them to be specifically university students.

The young people’s education backgrounds suggest their immense potential in the expansion of purchasing power as they climb up the social ladder after graduation. Thus they are the key drivers in accelerating sales continuously. 

Shape consumption behavior and preference at early stage of their lives
To encourage their consumption behavior, U Card provides and well informs students all kinds of exclusive benefits, such as birthday surprises, special discounts and bonus point offers in wide range of products.

As they go on enjoying the privileges in Festival Walk, preference on the mall over others will be rooted,which facilitates their recurrent visits in future.

Retain active customers for lifetime
Once successfully registered, your membership identity will be lifetime. This prevents disconnecting the relationships from active customers.

For authenticating that one is an active customer, membership is renewed automatically only for people who make redemption at least once per year.

Loyalty program members spend significantly more
According to a consumer study in 2013, 55% of people would prefer brands which they have joined the membership programmes while 80% will spend more on those brands.

Therefore the loyalty programme targeting educated young people will definitely maximize Customer Lifetime Value (CLV), which means boundless profits that can be reaped throughout a customer’s life, for the mall.

All in all, the CRM platform of U Card, as jointly created by Festival Walk and the Gravitas Group, has laid an unshakable and unbeatable cornerstone for the shopping mall to fulfill its vision in persisting sales surge.