1. Strategic Innovation for Shopping Mall Development/Renovation
1. Intelligent Mall – filling up the gap between architectural features and marketing in place
Existing practice: when a shopping mall is to be developed/renovated, architectural
features/facilities visualising the latest trend would be incorporated,
and then regular events or marketing/promotion activities would be
carried out there.
Innovation: Having the circulation areas/ shop fronts installed with simple
electronic movement-detection technologies connecting to lighting/
physical/video/audio presets, various business opportunities would
be created.
Application: pressure sensors beneath floor finishes or infra-red/motion sensors in
the ceiling or on the wall detecting movements passing the sensors,
which would then activate or de-activate:
- tenants’ image projection
- brands’ video/audio commercials
- transformable overhang/water features to suit various diversion of
pedestrian flow or festivals/feast theming
Illustration:
Source: The South China House of Technology
Factors to consider: - detailed costing for design, construction & maintenance
- involve architect, interior designer & contractor in early stage
- coordination with public relations/advertising companies for
revenue-generating activities
Motion
Overhead Sensor /
Image Projection /
Video Display
Pressure
Sensor
Circulation Area

2. 2. EMS (i.e. SMS with photos) to stimulate purchases at our shopping malls
How it works: - shop tenants produce EMS of their products sold in our malls
- SmarTone/ iAdvantage houses the EMS
- shop tenants offer EMS to shoppers hesitating to buy a product
- shop tenants refer shoppers’ mobile phone nos. to SmarTone
- SmarTone sends EMS to shoppers
Objectives: - sustain a shopper’s desire for a product with mobile technologies
- expand the business model of retail sales with mobile services
- our shopping mall and tenant do not only gain “words of mouth”, but
also “words of eye” among customers.
Application: - value-added service to SmarTone users in SHK’s malls
- lined-up product branding/marketing campaign
- Customer Relationship Management made possible due to the
mobile phone no. provided by the shoppers as membership no.
- extend charged service to small developers’ individual malls
Factors to consider: - observe coming legislation on promotion via mobile services
- require mobile phone with GPRS function
3. Captive revolution of shopping mall operation
Investment: a conditioned mini-zoo for koala inside the mall
Reasons: - koala is active at night and sleeps during the day
- Australian Government facing problem of overpopulation of koala
- create captive reason for night-time shopping
- first of its kind for shopping experience/ behaviour in HK
- become a city landmark mall representing HK
- promote SHK’s contribution to ecology, cultural & education exchanges
- highlight SHK’s strength in project innovation & technologies
Business returns: - tenant/non-tenant promotion campaign
- marketing campaign to boost shoppers’ total spending
- koala-related product/ licensing businesses
- cross-over promotion service for media/entertainment industries
Factors to consider: - arrangement with Australian Government
- observe Australian & HK regulations for export/import of animals
- detailed costing in design, construction and cultivation
- coordination with public relations/advertising companies for
revenue-generating activities
If we could develop intelligent office for “communication”, intelligent estate for “habitation”,
why can’t we have intelligent mall for “experience” ?