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Shopping mall taps online campaign to lure consumers
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BAILIAN Zhonghuan Commerce Plaza, an affiliate owned by Shanghai's state-owned department store conglomerates Bailian Group and Friendship Ltd, recently launched a new system to manage its memberships and give vendors better connection with potential shoppers.
In the trial period since earlier this year, it has successfully attracted 500,000 subscribers, and launched a number of online marketing campaigns.
"It's our latest effort to attract consumers and transform our business model to adapt to the new trends in the Internet era," Fu Minggan, general manager of Bailian Zhonghuan, told a recent media briefing in Shanghai.
The system also allows consumers to earn credits each time they shop at the department store and exchange these credits for coupons or gift cards.
The free Wi-fi connection at the department store also allows consumers to easily locate the shops or restaurants they're looking for.
Fu added that it will add online payment functions to the system in the near future to allow better convergence of online and offline shopping.
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