Issue: 03/2006

Ten years of service

SHKP Club membership has climbed from 20,000 in 1996 when it was established to 230,000 today. It was the first club in Hong Kong set up by a property developer, and the biggest. The Club has staged a variety of memorable events for members over the last decade, and it is now promoting the ideal of loving homes in Hong Kong. It will continue working to serve its members for many years to come.

Better communication

SHKP Club Managing Director May Lau said that two-way communication is the Club's primary tool for interaction with members, and that effective communication builds lasting relationships with them. The Club provides a variety of property-related information and services, plus exclusive offers and privileges. 4.5 million copies of the SHKP Club Newshave been distributed since it began publication. The Club’s web site went on line in 1998 and had received over ten million hits by 2005. Other communication channels include opinion ambassadors and a hotline to give members an opportunity to offer their views on the quality of residential estates, property management and the Club's operations. These opinions drive quality improvements in products and service.

Property-related information

Ms Lau said that buying a home is the most important decision most people make. The Club's show flat preview loyalty scheme is very popular with members, drawing 1.4 million visitors to SHKP properties since 1996. Other subsequent initiatives included making members eligible for internal sales for the first time in 1998 and property discounts since 2001 as well as a series of property-related seminars. Members are generally very pleased. 20% home-buyers of SHKP properties are SHKP club members.

Seminars and activities

The Club has staged over 140 exclusive activities for members that have drawn a cumulative attendances of more than 1.5 million people. These included visits to the Airport Freight Forwarding Centre in 1998 and Snoopy's World in 2000, watching fireworks from Two ifc in 2004 and a film festival at apm in 2005. There were also seminars on home maintenance, reading with children, beauty tips and tai chi. The Life Enriching seminar series in 2004 offered comprehensive information on family relations, buying property, wealth management and health.

Multi-function VISA card

The Club introduced a special VISA card for members in 1998. It is the only one in Hong Kong that combines credit, building access and member identification functions. Card holders can enjoy double bonus points rewards at all merchants in 20 SHKP malls and subsidiaries. The Club has also offered over HK$20 million worth of property-related and shopping privileges.

New Star membership

The introduction of Star membership last March was a new stage in the Club's development, and there are now over 40,000 Star members. Ms Lau said: "Many of our members appreciate the SHKP brand. They choose our properties when buying or renting flats, and the new membership category rewards their loyalty with even better privileges and offers."

Loving Home Campaign

Satisfaction with the Club's service remains at over 90%, according to surveys. Ms Lau said: "We expect membership to keep growing, and we will work to enhance our service to cater to different needs." The Club' new Loving Home campaign encourages domestic harmony among members and in the community.