Ben Chesser, CEO of Coniq, took to the stage at Magdus in Paris on the 11th of June 2015, to share his viewpoint on the benefits of shopping centre engagement programs, from a retailer perspective.
Based on key learnings from over 19 shopping centres across Europe, he covered three important topics.
- Why and what is ‘shopper engagement’?
- How do you do it?
- What’s in it for the retailers?
Watch the complete session (courtesy of Magdus)
Here is a summary of some of the key takeaways from the presentation:
Remember that it is a team effort – Before you start engaging your shoppers in a loyalty program, it is essential to get your tenants on-board first. Sell the program to them, and communicate the benefits e.g more shopper data, program measurement, local marketing directly to their store etc.
Every retailer is different – As you start to personalise your offers to your shopper’s preferences, you will also need to bear in mind that all retailer conversion rates are different. This is not necessarily based on the volume or the value of their offering. Some store’s marketing strategies may simply be more successful than others. Working with the retailers directly within a loyalty program, allows them to try different offers and to optimise them based on shopper data. Local level marketing can be very effective by allowing store managers to be more flexible and reactive to local factors than at a head office level.
It is all about the shoppers – Remember the shopper is at the centre of your program. Learn which channels they like, and provide them with as many options as possible. A seamless shopper experience is key.
What’s in it for the retailers? – The centre can provide retailers with data on their performance within the program, who their shoppers spend profiles are, and the ability to react quickly to local trends and centre initiatives.
How to involve the retailers? – It is very important that from the start, the retailers become a part of it. Taking the time to completely understand their business objectives and identifying what will make them love your program is crucial. It is also necessary to build a positive relationship with key decision makers and share the success with them – make them the heroes of the program.
If you are interested in a shopping centre loyalty program, why not check out how Land Securities did it on our webinar recording.