Marketing Trendz Volume 27 Winter 2022 Edition - Page 17

digital strategies

PLAYING FAVOURITES

Personalization is a key component of Pacific Place ' s website experience .
It used to be hard enough to remember in which mall store you saw that trendy pair of shoes or the perfect gift for your Valentine . Now add to that the Web and shoppable social media pages , and you ' ll be hardpressed to remember everything . For Pacific Place in Hong Kong , the solution is a nifty "+" tool on its website .
Whenever online visitors see something they like , they can click on the "+" icon to add that item to their list of favorites . Another way to beeline one ' s way to top choices is to access the directory and select tenants for the next shopping trip or online browse . Incidentally , the Pacific Place directory is searchable in a few different ways : Alphabetically , by traditional retail category , by taste ( that actually means by region or culture , such as Asian , French , Hong Kong style , etc .), or by store location within the mall .
The " My Favourites " tool helps shoppers create a digital shopping list that they can update whenever they wish , from anywhere , in real time . For Pacific Place , however , it ' s also a way to turn customers into ambassadors because they are able to share their favorites with friends instantly with direct links to Facebook , WhatsApp , Twitter , Sina Weibo , and their Email accounts .

A TECHIE LNY TWIST

Westfield WTC ' s hybrid programming is another sign of how things will play out in 2022 .
The red and yellow lighting effects at The Oculus Shops were hard to miss but online is where Westfield World Trade Center in New York City focused most of its attention to ring in the Year of the Tiger . In partnership with the China Institute , it kicked off the celebrations this past January 29 ( a Saturday ) with a virtual family festival .
Guests who had pre-registered on the institute ' s website logged on at 10 am that day to participate in a number of themed activities presented for free , including a cartooning workshop with the Dim Sum Warriors ( for children ages five to 11 ), a New Year Storytime session ( for ages two to 10 ), and a lantern-making workshop ( also for kids ages two to 10 ).
Taking an active role in the programming , the institute ' s marketing director , Jeremy Willinger , acted as the Chinese New Year Festival host .
( Photo credits : Naomi Castillo , @ naomicastillophotos .)
PAGE : 17