Premium business, shopping and lifestyle destination in Shanghai, CRYSTAL PLAZA celebrated its fourth anniversary in August.
Over those years, it has successfully embraced a business strategy that treats customers as friends and has distinctive community engagement programs at the heart of its operations.
The mixed-use development was the first commercial project operating in the New Bund (Qiantan), an emerging business center in the city’s Pudong District.
It has always prioritized long-term customer engagement and taken systematic measures to build strong and lasting relationships with customers through personalized services, a genuine interest in their well-being and consistent tenant enhancement.
The efforts have strengthened the venue’s resilience and enhanced its reputation as a place to shop, relax, meet and discover all the beautiful things of life.
The complex leverages common interests and hobbies to build a deep emotional connection with customers.
From the very beginning, CRYSTAL PLAZA has placed a high priority on management of customer segmentation that includes in-depth analysis of its customer base – there are about 200,000 people within one kilometer of the venue – before developing targeted content and exclusive events.
It has chosen to focus on parents and children, lovers of outdoor sports and office workers by offering three dedicated programs to foster interaction, trust and loyalty.
Fun and educational, the KIDEAS Club has evolved from activities mainly for younger children at the beginning to cover all stages of childhood.
Its signature programs include career exploration workshops, industry-specific research and study tours in the school summer holidays, often held in partnership with leading brands such as Taikang Bybo Dental, PAraS Star Fashion Education, and Youth Model Business Activity.
CRYSTAL PLAYER provides an engaging platform for brands to enhance community engagement based on a passion for workouts, pets and other hobbies.
For instance, the camping festival, already held for two consecutive years, has proven to be a great gathering for brands and customers to make closer connections, hardly possible in conventional retailing scenarios, which has also fueled new outdoor business opportunities.
The third part, WELLBEING, is targeted at nearly 70,000 people working in the business center. The two WELLBEING programs – Stage of Crystal and New Bund IDOL – bring joyful activities for office workers to rest and refuel, both in and out of the workspace.
The programs have been endorsed by many enterprises in Qiantan and welcomed by their employees eager to strike a balance between a fast-paced life and work.
To cater to the ever-changing needs of the community, CRYSTAL PLAZA now hosts a diverse mix of more than 170 brands, spanning dining, international lifestyles, iconic departments, kids-related stores and high-end retailing.
Notably, it is home to a number of first stores from top brands in Pudong including Neobio Family Park, the Rose Shanghai restaurant and WOW GOLF, and even some firsts in Shanghai such as multi-label children fashion and lifestyle brand RollingKids and supermarket Apio.
Amid increasing economic recovery this year, the shopping center has actively elevated its tenant mix, including hosting the Pudong-first stores of mom and baby care brand Hoppetta and children’s clothing line Rylee + Cru.
It has also creatively combined educational programs with retailing, art, culture and games for rich, quality experiences, reinforcing its position as one of Shanghai’s best destinations for parents and children. It recorded 100,000 on-site visitors during the recent anniversary celebration.
In celebrating its fourth anniversary, CRYSTAL PLAZA is geared to meet rising opportunities in Qiantan, which now boasts a more developed commercial ecosystem and various tiers of consumers.
For instance, NEW BUND 31, featuring a state-of-the-art performing arts center, will fuel the social and retail buzz in the area when it opens in October.
The commercial complex will continue to ensure innovative growth as it refines customer management and community engagement for long-term relationships.
[All images courtesy of CRYSTAL PLAZA]