The Point app is a comprehensive loyalty program developed by SHKP (新鴻基地產), with over 2 million members. The app primarily serves 25 shopping malls, 5 hotels, and other businesses under the SHKP umbrella, providing a wide range of services such as point registration, reward redemption, point-to-cash conversion, exclusive discounts, contactless parking, free parking redemption with points, and more. Members of The Point app are entitled to a variety of exclusive privileges and benefits.