Loyalty Programs – the Next Big Thing in Shopping Malls?

Loyalty programs are highly adopted in most industries. We all have seen excellent examples across travel and hospitality, restaurants and dining, supermarkets, entertainment and even banks. In the shopping center industry, the concept of loyalty programs is still relatively new. Loyalty programs are highly adopted in most industries. We all have seen excellent examples across travel and hospitality, restaurants and dining, supermarkets, entertainment and even banks. In the shopping center industry, the concept of loyalty programs is still relatively new. Over the recent years, however, shopping centers are becoming more open-minded and experimental, embracing digital technology and analytics as part of their customer retention strategies. To point out a few benefits, shopping mall loyalty programs can help with:

Increase customer spend and visits
Build stronger relationship with tenants
Track customer behavior and gather real-time data
Push location-based messages targeted to customer profiles
Boost brand image and reputation
Improve overall customer experience.

In order to build a successful shopping mall loyalty program, you need to consider both customers and tenants. On one side, your tenants need to be engaged and willing to take part of the program, even if the program is being managed by the shopping mall operator. Make sure to include employee training and communicate clearly the level of involvement you expect from them. On the other side, keeping customers excited about the program is one of the most critical aspects of building a successful loyalty initiative. You need to keep the rules simple and think about the right type of rewards for each customer segment you have identified. Contemporary technology advancements will enable you to utilize a personalized approach for each customer and build a truly unique experience. According to our loyalty team, the best approach is to include both a loyalty card and mobile app, in order to capture both tech savvy customers and those which are not big fans of mobile apps. And last but not least, do not forget to promote the loyalty program across all existing channels that you have – email, social, push notifications and even indoor are all a great way to get your program noticed. If you are interested in building a shopping mall loyalty program, contact us for more information.

You can also read:
Loyalty Strategies: How to Drive Engagement and Redemptions
The Power of Mobile Marketing
4 Tips for Improving Retail Customer Experience