The Club and K11 Group partner up to expand digital retail realm

Telco HKT and New World Development’s (NWD) respective group companies, The Club and K11, have partnered to expand retail realm. Leveraging the enterprises’ respective strengths in the digital and retail sectors, the partnership aims to offer an enhanced online-to-offline (O2O) experience for HKT’s members.

The launch of this partnership is set to take both companies’ businesses to the next level. It enables members of The Club to enjoy a wide array of cultural experiences and lifestyle privileges offered by K11 Group, while provides a wider distribution channel for K11's selected products and experiences, supported by The Club’s membership base.

“The Club is dedicated to seeking out quality brands to offer our members more comprehensive experiences that complement their lifestyle pursuits. We are pleased to join hands with NWD to present a series of artistic, cultural and entertainment offerings to members, further expanding and enhancing the customer experience. We will continue to explore new partnerships to bring even more exceptional privileges to our members,” said Clive Chow, chief operating officer of The Club.

Through The Club’s online platform, members can enjoy a wide array of K11 special-edition products, cultural experiences and lifestyle privileges at their fingertips. Furthermore, they will be able to redeem tickets to themed attractions at 11 SKIES, which is a HK$20 billion project and claimed to be the largest one-stop destination for retail, dining and entertainment in the city.

Operated by K11 Group and invested by NWD, 11 SKIES is a brand-new landmark and an integral part of the SKYCITY development adjacent to the Hong Kong International Airport. The first phase of attractions will be unveiled from end of 2023 to early-2024, including the city’s first 4D motion flying theatre, “Timeless Flight Hong Kong”, the new Paddington-themed indoor family play experience, “Paddington Play Adventures”, and the first “KidZania” for occupational role-play in Greater China.

Additionally, members of The Club can purchase tickets for other K11 attractions and previews, such as “The Love of Couture: Artisanship in Fashion Beyond Time” exhibition, Ruinart x Guangcai Limited-Edition champagne by K11 Craft & Guild Foundation and other selected festive merchandise.

“NWD is delighted to elevate our long-term partnership with HKT. This collaboration further unlocks our O2O ecosystems of both organisations to benefit our customers. We aim to leverage a wide range of contents and experiences curated by K11 to form more exclusive and high-valued base privileges and shopping experiences to members of The Club,” said Jay Liu, general manager, strategic alliances of New World Development.

MARKETING-INTERACTIVE has reached out to HKT for further information.

According to the press release, The Club and K11 will continue to explore more potential privileges under the partnership to become the top-of-mind retailtainment destination for their customers.

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