Multi-channel consumer loyalty scheme for 22-centre retail operator

Background

This major retail operator has 22 shopping centres throughout the UK and France, as well as multiple retail parks and premium outlets. Up until recently, its only marketing activity to drive footfall into stores was through a mix of broadcast and periodic newsletters. As a result, even if there were a relationship at some level between the consumer and the retailer, there was little direct engagement between the consumer and the shopping centres themselves.

The centre operator took the decision to focus on a key strategic initiative: to better engage with end customers to drive loyalty and preference both with the centres and their tenant retailers.

It was vital that the solution could deliver for the 22 centres in the group overall – yet allow individual centre marketing managers the autonomy they needed to execute effective, targeted campaigns whilst having control over overall brand guidelines.

Solution

The client therefore bought into a direct-to-consumer, multi-channel loyalty program that would offer the necessary local control, helping them to better understand how their customers behave and target offers relevant to them.

This was devised by a customer relationship management (CRM) agency that brought in the niche technical skill sets needed to deliver against the business requirements. Specifically, the solution demanded proven subject expertise in the Adobe Campaign platform to build a robust but flexible solution to support the new loyalty strategy from project commencement right through to go live.

Outcomes

With Phase 1 completed in July 2015, the loyalty program is now being rolled out across the entire retail estate and has enabled central marketing to devolve marketing execution to each centre. Dramatically streamlining campaign timelines, as well as delivering a far richer customer experience. Further projects are on-going.

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