How can you earn Asia Miles at Cathay – Cityplaza?

Cathay – Cityplaza takes a modern approach to retail, combining online and offline worlds: customers can view and interact with products in person and learn about items by scanning QR codes that link to the Cathay online store to make an informed decision before completing their purchase using their phones. The mechanism is simple and straightforward, and dedicated staff are also on hand to assist in the purchasing process.

Customers have the option to redeem their Asia Miles or choose Miles Plus Cash, and can earn miles when paying with their Standard Chartered Cathay Mastercard.

Moving away from a traditional point of sale offers customers more freedom of choice and “higher confidence” in their purchases in recognition of modern buying habits, explains Andrew Au, Cathay’s Head of Retail and E-commerce. He and his team were challenged to build intuitive customer-focused software that integrates product selection and payment in a step away from traditional retail that has been readily adopted by customers.

“Customers feel empowered to read about the full product details, see all the available options and do side-by-side comparisons before making their decision,” Au says. “Consumers nowadays often do online price comparison before purchasing, and this is a natural progression to connect with customers.”

A limitless future

Cathay - Cityplaza has proven to be a hit outside of the airport; now Au and his team want to bring the experience to passengers – whether they’re flying out of Hong Kong, returning to the city or transiting through. Au says it’s a “logical move that will allow both local Hong Kong and international customers to engage with us”.

Buoyed with confidence that the concept is a success, Au is also looking ahead to develop further ways to enhance Cathay’s relationship with members – future locations may also be used to introduce other Cathay lifestyle pillars, such as payment, wellness and holidays.

With excitement, he adds, “It’s still early days.”

Cathay - Cityplaza, Shop 233, 2/F, Cityplaza, 18 Taikoo Shing Road, Taikoo Shing