DSquares | loyalty-programs-for-malls

Loyalty programs have evolved from being mere marketing strategies to becoming essential tools for building strong relationships between businesses and their customers. In the context of shopping malls, loyalty programs play a pivotal role in attracting and retaining tenants, boosting sales, and providing a more engaging shopping experience. In this article, we will delve into the challenges faced by malls, the emergence of e-commerce competitors, the crucial needs for successful loyalty programs, the concept of coalition loyalty, benefits for malls, tenants, and customers, the mechanics of loyalty programs, and innovative technological solutions that underpin them.

Challenges Faced by Malls

Shopping malls encounter several challenges in today's dynamic retail landscape. The shift towards online shopping has led to decreased footfall, making it crucial for malls to offer unique value propositions to both tenants and consumers. The challenges include:

1. Offering More Value to Attract and Retain Tenants
2. Exploring New Opportunities for Successful Partnerships
3. Boosting Sales and Increasing Footfall
4. Addressing the Impact of Online Shopping on Mall Footage
5. Enhancing Customer Engagement and Retention
6. Decreasing Tenant Turnover
7. Preventing the Closure of Shops and Entire Malls  

Competitors: E-commerce

The rise of e-commerce has posed a significant challenge to traditional shopping malls. Online retailers offer convenience and a wide range of products, which can allure customers away from brick-and-mortar stores. To counter this, malls need to leverage loyalty programs that provide unique benefits and experiences. Fulfilling Key Needs

To create effective loyalty programs, malls need to address specific needs, including:

1. Nurturing Relationships between Mall Owners and Tenants
2. Utilizing Data-Driven Tactics for Informed Decision-making
3. Adding Value to Retail Tenants Through Enhanced Support
4. Implementing Touchless Solutions and Seamless Customer Journeys
5. Embracing Coalition Loyalty Programs for Wider Incentives and Brand Redemption

The Power of Coalition Loyalty

Coalition loyalty programs offer a revolutionary approach, where multiple brands collaborate to provide a unified loyalty experience. In this model:

• Loyalty currency is shared among all participating brands.
• Each brand decides its own rewards and accessibility.
• Customers can earn points and redeem rewards across various brands.

Benefits for Malls

Loyalty programs hold substantial benefits for malls, including:

• Increased Footfall and Repeat Purchases
• Real-time Point Earning and Redeeming Across Stores
• Valuable Customer Data Collection for Personalization
• Enhanced Value through Joint Offers and Campaigns  

Benefits for Tenants

Tenants within malls also reap rewards from loyalty programs:

1. Attracting More Customers to the Mall
2. No Missed Offers as All Benefits Under One Roof
3. Holistic In-store Customer Identification
4. Gamified Customer Engagement for Increased Interaction
5. Enhanced Customer Experience and Personalization

Benefits for Customers

For customers, loyalty programs offer:

1. Memorable Experiences Regardless of Shop
2. Scale-Up Points Earning Potential
3. Surprise and Delight Rewards

Loyalty Program Mechanics

Loyalty programs are founded on interdependent point earn-and-burn mechanisms. They include services and enable consumers to access joint offers and cross-brand events. Time-saving features streamline the experience, and customer behavior data collection enhances offer performance.

Target of the Program

The loyalty program aims to be seamless across all mall stores and services, making it accessible via every phone and credit card. It adds value to tenants, fostering long-lasting relationships.

Understanding Shoppers and Mapping Behavior

Creating a 360-degree view of customer behavior and preferences is paramount. This comprehensive view helps tailor personalized shopping experiences, making use of historical data, behavior, and interests.  

The Wow Factor for Customers

Customers are engaged through personalized shopping experiences based on their history, preferences, and interests. Gamified initiatives like challenges and contests enhance interaction and experiential rewards.

Increasing Footfall, Sales, and Revenue

Loyalty programs unlock new monetization opportunities for malls, while tiered systems and perk structures promote long-term engagement.

Embracing Technology

Incorporating technology is vital for successful loyalty programs:

• Deep Integration: Brands' POS systems are modified for real-time data exchange.
• Scanner Devices: Devices scan digital loyalty cards, granting points, and discounts, or applying for benefits.
• Card Linking: Linking credit cards to loyalty profiles accelerates point accumulation.
• Receipt Scanning: Uploading receipts ensures seamless point attribution.