Veronica Cao, Head of Retail Marketing (Chinese Mainland) at Swire Properties shared in an interview that digital technologies can effectively strengthen shopping malls' operation ability and resilience against uncertainties. Swire Properties has been paying more attention to improving all-round experiences for target consumers and enhancing emotional connections between the Company and consumers with digital products. It also eyes long-term development, instead of the effect of single digital products.

One way to change the inherent model of an industry is to continuously upgrade a company's digital capability. According to Cao, brick-and-mortar malls need to form operation logics that are in line with their brand tones to promote digital transformation, and create sustainable and innovative experiences for consumers and retail brands. She said Swire Properties has been abiding by “creative transformation” – its core philosophy for 50 years – to boost digital transformation.

Swire Properties' Retail Marketing unit has been studying the possibility of innovative marketing models that can empower brick-and-mortar commerce, including aspects like strengthening private traffic services, empowering brands' precision marketing, and improving consumer experiences. Enhancing the consumption vitality of brick-and-mortar commerce with digital capabilities is the key to success in the future. It is also an important strategy of Swire Properties to further stimulate the potential of the Chinese Mainland market. Retailtainment and RetailTech are major digital transformation orientations of the retail market, and Swire Properties will continue to look for strategic partners who share similar visions to explore marketing opportunities within the commercial real estate industry in the Web 3.0 era.

Swire Properties have also had some successful attempts in the metaverse field by relaunching the “Personally Yours” game. Cao said that the campaign managed to meet consumers' demands and highlight Swire Properties' “ORIGINAL. ALWAYS.” spirit. The Company never only follows technology trends – after assessing consumers' demands and brand positioning, it leverages marketing, operations, and the arts and culture to turn application-oriented technologies into personalised consumption experiences.