{"id":5331,"date":"2021-10-06T16:49:00","date_gmt":"2021-10-06T08:49:00","guid":{"rendered":"https:\/\/berniewong.net\/?p=5331"},"modified":"2026-09-29T16:29:54","modified_gmt":"2026-09-29T08:29:54","slug":"sun-hung-kai-properties-retail-digital-marketing-training-2021","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/sun-hung-kai-properties-retail-digital-marketing-training-2021\/","title":{"rendered":"Sun Hung Kai Properties Retail Training: Digital Marketing During Change"},"content":{"rendered":"<p>Retail changed rapidly during the pandemic, accelerating behaviours that had already begun to reshape how customers discover, evaluate and buy. In October 2021, while preparing a <strong><a href=\"https:\/\/berniewong.net\/zh-hk\/\">Digital Marketing<\/a> for Retail<\/strong> corporate training programme for <strong>Sun Hung Kai Properties Limited<\/strong>, I explored what these shifts meant for retail marketers in Hong Kong.<\/p>\n\n<p>The programme went beyond social media storytelling. It connected customer behaviour, physical retail, e-commerce, emerging technology and brand communication\u2014because modern retail marketing is no longer separated neatly into \u201conline\u201d and \u201coffline\u201d.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"1067\" src=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Sun-Hung-Kai-Properties-retail-training-materials.jpg\" alt=\"Retail digital marketing training materials on customer behaviour and commerce\" class=\"wp-image-5334\" srcset=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Sun-Hung-Kai-Properties-retail-training-materials.jpg 800w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Sun-Hung-Kai-Properties-retail-training-materials-225x300.jpg 225w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Sun-Hung-Kai-Properties-retail-training-materials-768x1024.jpg 768w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Sun-Hung-Kai-Properties-retail-training-materials-9x12.jpg 9w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/sun-hung-kai-properties-retail-digital-marketing-training-2021\/#Understanding_the_changing_retail_customer_journey\" >Understanding the changing retail customer journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/sun-hung-kai-properties-retail-digital-marketing-training-2021\/#Social_media_storytelling_for_retail_brands\" >Social media storytelling for retail brands<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/sun-hung-kai-properties-retail-digital-marketing-training-2021\/#Preparing_teams_for_continuous_change\" >Preparing teams for continuous change<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/sun-hung-kai-properties-retail-digital-marketing-training-2021\/#Frequently_asked_questions\" >\u5e38\u898b\u554f\u984c<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/berniewong.net\/zh-hk\/sun-hung-kai-properties-retail-digital-marketing-training-2021\/#What_did_the_Sun_Hung_Kai_Properties_training_focus_on\" >What did the Sun Hung Kai Properties training focus on?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/berniewong.net\/zh-hk\/sun-hung-kai-properties-retail-digital-marketing-training-2021\/#Why_combine_retail_experience_with_digital_marketing\" >Why combine retail experience with digital marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/berniewong.net\/zh-hk\/sun-hung-kai-properties-retail-digital-marketing-training-2021\/#Can_retail_marketing_training_be_customised\" >Can retail marketing training be customised?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Understanding_the_changing_retail_customer_journey\"><\/span>Understanding the changing retail customer journey<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Customers may discover a product through social media, compare options on a mobile device, visit a physical location and complete the purchase through another channel. Effective retail marketing therefore requires a coherent journey rather than a collection of isolated campaigns.<\/p>\n\n<p>The training used practical developments\u2014including Amazon\u2019s Fresh retail concept and its technology-enabled shopping cart\u2014to examine how digital tools can remove friction from physical shopping. We also considered the growing role of voice commerce at a time when many organisations were still building their first serious e-commerce capabilities.<\/p>\n\n<h2><span class=\"ez-toc-section\" id=\"Social_media_storytelling_for_retail_brands\"><\/span>Social media storytelling for retail brands<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Technology alone does not create preference. Retail brands still need stories that help customers understand relevance, value and experience. Social content can make a product useful before purchase, show how it fits into customers\u2019 lives and provide the trust signals people need when making decisions.<\/p>\n\n<p>Useful questions for retail teams include:<\/p>\n\n<ul>\n<li>What customer need does each channel serve?<\/li>\n<li>How does the brand story remain consistent from social content to store experience?<\/li>\n<li>Where does friction appear between discovery and purchase?<\/li>\n<li>Which customer signals help us improve the next interaction?<\/li>\n<li>What should remain human even as the journey becomes more digital?<\/li>\n<\/ul>\n\n<h2><span class=\"ez-toc-section\" id=\"Preparing_teams_for_continuous_change\"><\/span>Preparing teams for continuous change<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>The central lesson was not to predict one winning technology. It was to build the ability to observe customer behaviour, test ideas and adapt. Retail formats and platforms will continue to change, but marketers who understand customers and can connect storytelling with experience are better prepared to respond.<\/p>\n\n<p>This principle continues to inform my <a href=\"\/zh-hk\/corporate-training\/\">corporate training programmes<\/a> for retail, property and service organisations. Today, the same foundations also support practical adoption of AI for content, customer insight and marketing operations. Learn more about <a href=\"\/zh-hk\/ai-digital-marketing-training\/\">AI and digital marketing training<\/a>.<\/p>\n\n<h2><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>\u5e38\u898b\u554f\u984c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<h3><span class=\"ez-toc-section\" id=\"What_did_the_Sun_Hung_Kai_Properties_training_focus_on\"><\/span>What did the Sun Hung Kai Properties training focus on?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It focused on digital marketing for retail, including social media storytelling, changing shopping behaviour, e-commerce, technology-enabled physical retail and emerging channels such as voice commerce.<\/p>\n\n<h3><span class=\"ez-toc-section\" id=\"Why_combine_retail_experience_with_digital_marketing\"><\/span>Why combine retail experience with digital marketing?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Customers move between social media, websites, e-commerce and physical locations. Connecting these touchpoints helps brands reduce friction and deliver a more consistent experience.<\/p>\n\n<h3><span class=\"ez-toc-section\" id=\"Can_retail_marketing_training_be_customised\"><\/span>Can retail marketing training be customised?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes. Examples, exercises and frameworks can be adapted for property, shopping malls, retail brands and other customer-facing organisations. <a href=\"\/zh-hk\/contact\/\">Get in touch<\/a> to discuss a tailored programme.<\/p>\n\n<p><em>Event record: LinkedIn activity published on 6 October 2021 during programme preparation. Photographs are from the original post.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>A corporate training programme for Sun Hung Kai Properties on digital marketing for retail, social media storytelling and the changing customer 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