The word 'shoppertainment' does not exist in any dictionary, at least not yet, but it is often used by Irene So, general manager for retail marketing and promotions at Sino Estates Management.
She is convinced that the future of Hong Kong retailing is perfectly defined by the combined concept of shopping and entertainment.
'Whether it is raining or very hot, it aims to persuade people who want to go out to go shopping,' Ms So said.
'They may not be interested in buying anything, just strolling around. But after two or three hours they are sure to spend something.'
Ms So's job is to attract such browsers to Sino's flagship mall, Olympian City, in West Kowloon, as well as Maritime Bay in Tseung Kwan O, Skyline Tower, which also houses the group headquarters in Kowloon Bay, and 'other mega malls in the very near future'.
With competition hotting up between new malls in Hong Kong she believes the key is for each mall to establish its own niche market by providing 'unique shopping experiences'.
A case in point is Olympian City, on the edge of Mong Kok along the Airport Express railway.
