SCMP launches group-buying site for upscale readers

A SCMP spokesperson said the site, RedeeME, is designed to fit the consumption patterns of the more affluent segment of Hong Kong society.

Developed in conjunction with Lokaly, the site is based on the premise that even the wealthy like to spend carefully, and offers discounted deals from high-end or boutique merchants with a focus on quality rather than quantity.

Officially launching in early January, RedeeME will be promoted with an in-house advertising campaign around the theme 'Live the high life at a reduced price'.

“We are very excited about this new site and the possibilities it gives to both our readers and advertisers,” said Sophia Yu, director of advertising and marketing services at the SCMP. “RedeeME opens up greater social engagement and dialogue with our database of readers, and allows us to offer something of value that is relevant to their needs and lifestyle.”

“We have the added advantage of being able to market RedeeME not only via social channels but also through the South China Morning Post, our magazines and publications, scmp.com and through our many partner channels, ensuring we reach quantity as well as quality audiences.”

Although a latecomer to the booming group-buying market segment in Hong Kong, SCMP cites that its new venture is more high-end and exclusive versus existing group-buying sites, which target the mass market.

In July, group buying brands like Groupon were shown to be top-of-mind among Google users in Hong Kong.