and exchange them for something nice from the mall or the tenants. It is important to say that there are no exceptions to the list. This is what Metropolis failed to do: its program excludes some of the tenants and it is customer’s responsibility to check.
MoreMall app has some interesting features. For instance, the app may offer you to register in current lotteries if the download receipts meet their criteria. Special offers target the user based on the profile collected by the app. The smart search is really smart. The filters make sense, unlike in other apps with typical categories of goods. You can look for “swimming suites” or “L’Occitane” and get relevant results.
As many other mall apps, this one also has a navigation system. The app can locate the customer and offer routes to shops or the parking.
At the same time, the app collects feedback from the users. By filling in questionnaires customers become real secret shoppers, receive points and change the life of the mall.
Within the first month, the app was downloaded by over 3K people. As there are not many grades still, there is no GPA.
It’s all about technology
There are plenty amazing shopping centers both in Moscow and the regions. Modern, interesting, discussing communities, real and smart loyalty. What we see is that many of them are really trying to invest into all these future concepts and make a shopping center a place for more than just shopping. So, working and interesting loyalty programs which can turn a
5 steps to successful mall loyalty program
1. A customer must be able to save and spend their points immediately. Create a fascinating environment for shopping where customers will make points in any shop in real time and spend the new points in another one. So, the shoppers will visit more tenants and spend more money.
2. Simplify identification of members in shops. Today’s new technologies and solutions allow shops to create a complete cycle of interaction with a customer where they are rewarded without any hassle are developing, yet many shops still insist on scanning receipts.
3. Pile your app with as many offers and tenants as possible. It would be ideal if tenants could add their own offers into the system with minimum time waste for moderation.
4. Use gamification. Offer cobranded games with your tenants in social networks, organize hunting for gifts in shops, introduce multiband referral system. You can use all kinds of activities to get a customer engaged without direct discounts.
5. Improve client’s experience. At the end of the day, the aim of a loyalty program and all other activities is to encourage a customer to spend as much time in a shopping center as possible. Use the data collected with the loyalty program to optimize your marketing systems and make them more personal.
shopping experience into a game, a quest, something fascinating, on top of being profitable, are what we actually need today. But, there are always a few buts which we must pay attention to.
First of all, loyalty programs are usually about a reward: you spend money shopping, eating out or using services and you get points in return, which you can spend on your next shopping and sometimes, you get some freebies from a shopping center or a retailer. Unique bonuses such as spaces for “friends” also exist, but they are rare. These nonmaterial perks are probably something which must be stressed out more, rather than points per se, as they highlight the interests you share with others, give you a sense of belonging to a club, thus giving you emotions, not just discounts.