1. Background and Market Demand
1.1 Brand Background
The Korner is a renowned Hong Kong women’s footwear brand specializing in comfortable, stylish, and sustainable shoe designs. Known for its collaborations (e.g., SNOOPY, Miffy) and eco-friendly materials (e.g., vegan leather), the brand is highly popular among local and international consumers. While the existing e-commerce website (thekornershoes.com) provides full functionality, the development of a dedicated app will further enhance the user experience and strengthen the brand’s digital competitiveness.

1.2 Market Demand Analysis

Growth in Mobile Shopping: Hong Kong’s smartphone penetration rate exceeds 90%, with over 60% of consumers preferring to shop via apps (Source: Statista 2023).
Competitive Edge: Most local footwear brands still rely on websites, offering limited app features. The Korner can stand out with innovative functions like automatic member discounts and smart product bundling.
Sustainable Fashion Trend: Rising consumer demand for eco-friendly products makes the app an ideal platform to promote the brand’s sustainability ethos, particularly among younger demographics.
2. Project Objectives
2.1 Core Goals

Enhance User Experience: Streamline the shopping process to reduce bounce rates.
Increase Customer Loyalty: Boost repeat purchases through automatic member discounts and personalized recommendations.
Expand Market Reach: Attract overseas customers (e.g., Taiwan, Singapore) and younger shoppers.
Promote Sustainable Consumption: Highlight eco-friendly products to reinforce brand values.
2.2 Key Performance Indicators (KPIs)

First-year targets: 10,000+ app downloads, 25% increase in conversion rates.
40% growth in member registrations, 15% increase in overseas orders.
3. Core Features (Detailed)
3.1 Seamless Shopping Experience

Product Categorization & Search Optimization
Clear categories (e.g., loafers, oxfords, collaboration collections).
Smart search with filters for keywords, colors, and materials.
One-Click Checkout & Multiple Payment Options
Integration with Apple Pay, Google Pay, AlipayHK, and PayMe.
"Express Checkout" to minimize cart abandonment.
3.2 Automatic Member Discount System (Key Innovation)

Tiered Membership & Auto-Discounts
Three membership tiers (Standard, Premium, VIP), each with exclusive discounts (e.g., VIPs automatically receive 15% off).
System applies discounts at checkout without requiring promo codes.
Personalized Offer Notifications
Tailored promotions based on purchase history (e.g., "Your favorite loafers are 20% off for VIPs today").
3.3 Smart Product Bundling (Key Innovation)

AI-Powered Recommendations
Suggests bundled products (e.g., "Oxfords + Socks Combo: Save HK$50") based on browsing/purchase history.
Auto-adds bundles to cart for convenience.
Limited-Time Bundles
Thematic promotions (e.g., "Spring Styling Bundle") to increase average order value.
3.4 Member-Exclusive Services

Rewards Program
Earn points for purchases, redeemable for discounts or limited-edition items.
Tiered benefits (e.g., Silver, Gold tiers).
Personalized Recommendations
Curated suggestions (e.g., "Spring Mix & Match Bundle").
Exclusive offers (e.g., birthday coupons, member-day discounts).
3.5 Social Sharing & UGC (User-Generated Content)

Community Features
Users upload outfit photos with product tags.
"Korner Style" section to foster engagement.
KOL Collaborations
Partner with fashion influencers to drive app activity.
3.6 Sustainability Hub

Eco-Friendly Product Tagging
Clear labels for vegan leather, recycled materials, etc.
Carbon footprint calculator to educate consumers.