SaSa International is hoping to reverse its fortunes with a new focus on digital, according to a report published by CNBC.

The Hong Kong retailer is hoping to establish relationships with potential Chinese shoppers via social media and e-wallet platforms in advance of travel. Said Chief Financial Officer Guy Look, “That reflects very much a changing consumer behaviour; they’re dictating what we have to do to attract their attention and share of their wallet. Increasingly we reach out to them before they come over and we give them the option to buy online and collect in Hong Kong or we deliver to them in China.”

Look revealed that SaSa was working to establish relationships with popular e-commerce sites and apps. “We have to work with people like Alipay, WeChat and UnionPay. These platforms will provide us access to their database and their customers. Very often we give them e-coupons so when they do come over they spend at our stores.”