Customer Loyalty Schemes/ Programs/ Cards | Retail, Leisure & Shopping
Customer loyalty schemes / programs for shopping centres (malls) and leisure destinations.
Imagine the impact of inviting 30,000+ pre-registered, loyal customers to a special event, launch or store opening! The result can be staggering – we have experienced instances in which centres have struggled to comfortably cope with the volume of visitors.
HMA has a proven track record in implementing customer loyalty schemes which increase brand profile, improve customer retention and achieve a significant increase in footfall.
Whilst a customer loyalty program will not provide a quick fix for falling footfall or reduced visitor numbers caused by the current economic malaise, it will provide a much better return on investment when compared to any other marketing initiatives in the longer term. Within 12 to 18 months you should see much improved customer retention.
As well as increasing footfall there are a number of further benefits that come as a result of implementing good customer loyalty strategy:
Added Value for Retailers
Tenants can make use of the database to promote their own offers.
Reduce Advertising Costs
Although there is an upfront investment to implement a customer loyalty programme, future advertising costs will be significantly reduced.
Market Knowledge
Rather than carrying out traditional market research which is often only a ‘snapshot’ of your customers’ profiles, the registration process and ongoing two-way dialogue will provide you with a valuable insight into your visitors.
Resale Value
With a large database of customers, the value of your centre could be improved.
Most people will be familiar with the concept of Customer Loyalty Programs through the use of major supermarket schemes such as Tesco's Clubcard and the consortium style Nectar card, where a number of retailers combine forces to offer an even stronger scheme.
At HMA we are experts at designing and implementing customer loyalty schemes within retail and leisure destinations which are appropriate to your centre. ‘Points and rewards’ schemes are usually not suitable for shopping centres as invariably it is not practical to record spend at each of the participating retailers. We have produced a number of schemes for shopping centres that have involved creating a consortium of the retail outlets to provide a range of benefits including discounts and special offers, largely supplied by the tenants of the shopping centres.
The key components of a loyalty scheme are:
The Customer Database
The database is designed to support the specific needs of each centre or destination and is, of course, key to the future success of the scheme. We hold the data on our servers and ensure it is synchronised, cleansed and de-duped. HMA is registered under the Data Protection Act and our servers are held in a data centre rated to meet government security standards.
Reporting
HMA provides detailed reports which keep you up to date with the activity of the customer loyalty program and customised trends. All reports are available 24/7 online.
Email Marketing and Text Messaging
Send branded emails or text messages to inform members of offers, promotions or events. This cost effective method gives full reports on messages sent, opened and other individual activity.
Website Pages and Data Capture Forms
These are additional web pages and forms which are integrated into your current website to promote the scheme and capture new member data. All forms are held on HMA’s secure servers.
Touch Screen Kiosk
Onsite touch screen kiosks provide the opportunity to promote the benefits of the scheme and offer an additional way for customers to join the loyalty program.
Consultancy
Of course, we do not only supply software and hardware. You will also benefit from the experience we have gained over many years of working with leisure destinations and shopping centres.
For more information, contact Rob Hill
