Customers
Customers
Swire Properties continuously works to improve our services and offerings. To do this, we must understand our customers’ needs, and feedback is a vital part of this understanding. In 2025, our customer-focused research programmes provided us with invaluable data which will be analysed and used to further refine the customer experience and our market positioning.
Data Management and Protection Governance
GRI 418
HKEX Aspect B6 KPI B6.5
HKEX Aspect B6 KPI B6.5
Swire Properties is committed to protecting the privacy of our customers. Our Data Management Protection Steering Committee promotes effective personal data governance within the Company. The committee’s task is to cultivate a culture of data privacy and protection, with responsibilities that include:
- Developing and endorsing a data privacy vision and strategy for the Company
- Formulating and approving a Data Management Protection Policy (“DMPP”) and other internal policies that pertain to data privacy.
- Defining the governance process and ensuring its implementation, while continuously evolving and improving the process over time.
The DMPP covers our operations in Hong Kong and the Chinese Mainland and provides guidance on the handling of personal data, including that of our customers, throughout the data lifecycle. The policy is updated from time to time to ensure compliance with the relevant laws and regulations.
Under the DMPP, our employees are required to comply with internal guidelines covering the collection, processing, transfer, retention and disposal of personal data. We also include data protection obligations in contracts with third-party data processors.
Annual Branding and Shopper Behaviour Research
Annual Branding and Shopper Behaviour Research
Our Research and Evaluation team continued our long-running Annual Shopper Behaviour and Branding Research programme across all nine malls in our portfolio. The research helps us better understand shoppers’ perceptions and evolving needs, ensuring our malls remain welcoming and relevant destinations. Findings from the programme are used to guide customer service, marketing and leasing strategies, while also providing insights to strengthen Swire Properties’ positioning as a meaningful and trusted brand.
This year’s research maintained the programme’s two long-established components, on-site shopper behaviour intercept surveys and online branding surveys, and introduced a new “High Spender Deep Dive” module.
The new module uses online self-completed surveys, focus groups and in-depth interviews to better understand the motivations, expectations and decision-making processes of our highest-value shoppers, helping advance our understanding of shopper segments and refine our strategies.
Overall, the research helps foster:
- Stronger partner collaboration – Findings provide actionable insights to strengthen engagement with retailers and other business partners, supporting joint growth strategies.
- Economic performance insights – Identifying shopper profiles, spending behaviours and brand equity scores informs strategies that enhance sustainable long-term value creation.
- Customer-centric placemaking – Insights ensure our malls remain relevant destinations that support communities and differentiate our malls in competitive markets.
- Communication and engagement – A structured evaluation framework ensures that results are turned into practical initiatives, fostering dialogue between research, management and mall teams.
The research programme also integrated elements of two customer engagement projects from previous years – “Voice of the Customer” and the “Hong Kong Qualitative Research Project”. The research team utilised questionnaires, surveys, focus groups and in-depth interviews to engage customers and understand their perceptions and motivations.
In the 2025 research programme, more than 2,750 interviews were conducted at our malls, with over 99% of the respondents rating the malls between “excellent” and “good”. The results demonstrate a high level of shopper satisfaction and are a positive indication of the quality of the shopping experience provided at our malls.
Mystery Shopper Programme in the Chinese Mainland
Mystery Shopper Programme in the Chinese Mainland
The 2025 cycle of our Chinese Mainland Mystery Shopping Programme was designed to ensure that our Customer Service Officers (“CSOs”) consistently deliver service excellence in line with our guidelines.
This year, the programme partnered with a new agency to bring in fresh perspectives and a robust methodology. The sample size was also expanded, and the customer journey evaluation assessed service quality across touchpoints rather than individual interactions. Scenario-based questions were also introduced to evaluate CSOs’ adaptability to real-world situations.
This ongoing effort reflects Swire Properties’ dedication to meaningful placemaking, where high quality service is an integral part of creating vibrant, sustainable destinations for our communities.
Retail Customer Engagement Events
Camera Film Recycling Campaign at Cityplaza
Camera Film Recycling Campaign at Cityplaza
From April to May, Cityplaza partnered with a photography company to launch the “Happy Snap” campaign, encouraging shoppers to return used film rolls and plastic containers through in-mall collection boxes. All collected materials were sent for recycling, successfully raising awareness around responsible waste disposal and resulting in the collection of more than 360 film rolls.
TK Mates at Chinese Mainland Malls
TK Mates at Chinese Mainland Malls
“TK Mates” is Swire Properties’ inaugural AI fashion agent, launched in August 2025 on our Chinese Mainland retail portfolio’s WeChat mini-program and web app. With round-the-clock functionality, TK Mates is innovative, intelligent and designed to enhance consumer shopping experiences through cutting-edge generative AI technology. It dispenses personalised fashion advice and services through text, image and voice interactions with hyper-realistic 3D avatars, providing tailored styling recommendations and immersive brand storytelling. On the retail side, it enables data-driven customer insights, precision marketing, and the development of “emotional commerce”, helping evolve interactions into long-term brand relationships.
TK Mates also acts as a smart service ambassador, offering access to mall services such as parking and promotions and introducing new brands to customers. Its target audiences are younger, fashion-conscious consumers who seek personalised, tech-enabled shopping experiences, along with retail brand partners and mall tenants looking to co-create data-driven, AI-enhanced marketing strategies.
This human-centric tool is helping to reinforce Swire Properties’ leadership in sustainable and innovative commercial real estate.
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