How some retailers are using O2O strategies to boost sales

A slowdown in mainland tourist inflow has prompted Hong Kong’s retailers to step up efforts to attract those who are still making their way to the city.

To grab the attention of the visitors, shops and other tourism-dependent entities are launching new online-to-offline marketing campaigns.

One key way of reaching the customers has been to gather information on people visiting Ocean Park, the marine-life theme park that is popular with Chinese tourists.

Mainlanders seeking to visit Ocean Park normally book their tickets through agents and have to leave some sort of contact information, usually their phone numbers.

Now some marketing firms are gathering those telephone numbers and using them to craft O2O campaigns for their retail sector clients.

Hooking up with the ticket agents, the marketing firms gain access to those phone numbers. Then they approach the ticket buyers by asking if they are willing to receive some Hong Kong-related information and promotions.

Once the consent is secured, they will send discount e-coupons to the visitors on behalf of retailers, as Kevin Ng, a consultant with the Hong Kong Productivity Council, told a seminar recently.

Since people who have bought Ocean Park tickets will definitely come to Hong Kong, such marketing activities will be very specific and targeted, leading to a greater chance of doing business.

Sheung Wan is known for its cluster of shops selling Chinese herbs and dried seafood. Even those traditional businesses have begun using the innovative O2O route to win more business, according to Ng.