In an effort to help Hong Kong retailers adopt mobile commerce (m-commerce), SmarTone Telecommunications will be rolling out a mobile marketing platform called Kiss this December.
"Retailers need to adapt to new thinking because the world has changed," Douglas Li, Chief Executive of SmarTone told the South China Morning Post. "You need only look across the border [to mainland China] to see how online and mobile [commerce] are impacting the traditional brick-and-mortar retailers."
According to research firm eMarketer, m-commerce sales in mainland China is expected to make up 10.9 percent of all retail sales in the country, and 55.5 percent of all online retail shopping next year.
To help retailers in Hong Kong take advantage of this expected growth, Kiss is offering tools to allow them to better interact with their customers and launch targeted campaigns. The tools include solutions to create mobile storefronts and messaging campaigns, data analytics capabilities, and Bluetooth beacons that enable retailers to push promotions to consumers whenever they are near the brick-and-mortar stores.
Kiss also offers single-purpose Android tablets that serve as mobile payment terminals. With these terminals, consumers could pay for purchases by tapping their smartphones on these terminals in the store. However, they would first need to download the Kiss Wallet mobile app and store in their credit card details in it. Currently, only UnionPay International is supporting Kiss Wallet.
Kiss Wallet could also store Kiss Dollars, a universal digital coupon that provides discounts with every purchase at any Kiss retailers, said SmarTone Telecommunications. Besides that, consumers could use the wallet to store and redeem Retailer Cash Credit, a retailer-specific digital voucher that provides discounts for the next purchase.
"Kiss enables retailers to have an online-to-offline platform that drives customer engagement and sales online and in-store. It is a new and smarter way for consumers to shop and I believe it will redefine the rules of retail engagement in Hong Kong," said Li.
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