SHOPPING CENTER LOYALTY & CAMPAIGN MANAGEMENT SYSTEMS

Transcription

1 SHOPPING CENTER LOYALTY & CAMPAIGN MANAGEMENT SYSTEMS 1

2 The loyalty business model relies on a specific paradigm; quality of product or service leads to customer satisfaction, which leads to customer loyalty, which leads to profitability Loyalty marketing is an extension, an extension to draw new customers 2 2

3 About Us Founded to provide services for Shopping Centres and Retailers Launched Turkey s 1st Shopping Centre «Umbrella» Loyalty Programme in Ankara ANTARES Shopping Centre Antares Card ICSC Solal Silver Award Winner in Sales & Marketing Category. Loyalty Schemes, Gift Card, Lottery & Campaign Management Programmes in 26 Shopping Centres; 32 Leading Retail Chains in Turkey and 1 Shopping Centre abroad. Corporate Partnerships with +100 national & international brands. Became a subsidiary of Abalioglu Holding 3

4 About Abalioglu 13 Companies and 3 Charities in 4 Countries with 1. 6 billion USD annual turnover employees Flagship Company «Erbakır» ranks 44th in the Turkish Fortune 4

5 GAIA Mall GAIAMall Loyalty Management System is an adventageous frequent shopper programme binding the visitors, tenants and the management of Shopping Centers 5 5

6 GAIA Mall Visitor identification and instant trace of the purchase Analysis of the Purchasing Habits & Ad-Hoc Campains on ; Visitors ( Consumer ) basis Tenant basis Product basis Sector basis Amount and patterns of expenditure Permanent &/or temporary tie-ins, cross promoting events with 3rd party partners 6 6

7 GAIA Mall Reports Instant Reports Target Group Analysis Visitor Segmentation Behavioural Value Based Life Style & Attitude Predictive Models (Churn, Customer shopping trends etc...) Data mining & MIS applications Shop Mix Analysis 7 7

8 GAIA Mall Modules Customer Relationship Management Savings & Rewards Management Gift Card Management Smart Campaign Management Lottery Management SMS & Management Mobile Apps, Digital Media & Social Networking integrations Voucher Management Reports Management 8 8

9 Benefits of GAIA Increase in current Footfall figures Implementing a succesfull customer loyalty scheme will increase the brand profile, improve customer retention and achieve a significant increase in footfall. Increase in Visitor Satisfaction Visitors will create additional budgets in order to buy any good from any member retailer with their early collected allotments from recent purchases Added Value for Retailers Tenants can make use of the database to promote their own offers. Tenants will increase their branch profitability and differentiate from their other shops within the region. Reduce Advertising Costs Future advertising costs will be reduced with the allocation of marketing tools to best effects via BI evaluation reports. 9 9

10 Benefits of GAIA Allocate Marketing Tools to «Best Effects» BI evaluation reports will allow the appraisal of every event & campaign. Conclusive return rates will be enabled. Benchmarking Rather than carrying out traditional market researches and surveys, the programme will give you the full particulars of your customer and tenant profiles. Thus industrial and visitor specific benchmarking will be enabled. Increase Resale Value With a large database of customers, the value of the centre could be improved; releasing will be on definite data. Forecasting 10 With a large dynamic database of customers and tenant performances, forecasting the future activities and investments will be possible 10

11 Summary Loyalty Synergy Objects Accurate communication Visitor management solutions Visitors satisfaction Measurable marketing activities Maximization of overall endorsement and profit optimization Boost in Shopping Center Brand Awareness Target Audience Existing visitors and potential visitor candidates Strategy Brand Awareness Customer feedback analysis with direct and measurable marketing Conclusion: Forecast the Future S.C. Sales & Profit Optimization 11 11

12 2010 ICSC SOLAL MARKETİNG AWARDS SOLAL SILVER WINNER «ANTARES CARD» Project Campaign Insights 12

13 Tenant Supportive Campaigns Shopping Centre : ANTARES SC Ankara / Turkey Management Company : Jones Lang LaSalle Type : Buy One Get One «BOGO» Purpose : Increase the turnover by creating a BOGO campaign for particular sectors within pre-limited budget Increase the present number of programme members Sector : All tenants in the food court Time frame : 4 days Content: Instant second item win for Antares card holders via POS terminals. Second item has been payed from the campaign budget. Result: Campaign budget was revised 4 times and the amount was tripled due to tenant requests new members were registered to the programme 13 13

14 Tenant Supportive Campaigns Shopping Centre : ANTARES SC Ankara / Turkey Management Company : Jones Lang LaSalle Type : Early Bird Special Purpose : Increase the turnover by creating a special time period campaign for a particular tenant. Tenant : NETWORK Sector : Leading formal wear retailer in Turkey Time frame : 08:30 AM to 11:00 AM Content: Pre-profiled group of programme members were invited via SMS with the promise of 5% bonus and 20% discount from Network-Fabrika Result: Tenant reached his average weekly turnover in 2.5 hours Employees received an appreciation letter from Network headquarters 14 14

15 Tenant Supportive Campaigns Shopping Centre : ANTARES SC Ankara / Turkey Management Company : Jones Lang LaSalle Type : Early Bird Special Purpose : Increase the turnover by creating a special time period campaign for a particular tenant. Tenant : TUZUN Sector : Women s Apperal Time frame : 08:30 AM to 14:00 PM Content: Pre-profiled group of programme members were invited via SMS with the promise of 5% bonus and 30 % special discount Result: Tenant reached her average monthly turnover numbers in 5.5 hours 15 15

16 Tenant Supportive Campaigns Shopping Centre : ANTARES SC Ankara / Turkey Management Company : Jones Lang LaSalle Type : Early Bird Special Purpose : Increase the turnover by creating a special time period campaign for a particular tenant. Tenant : C&A Sector : Leading casual wear retailer in Europe Time frame : April Content: Pre-profiled group of programme members were invited via SMS with the promise of 5% bonus and 20% discount speacial discount offer on a men s suit. Result: Tenant sold 149 pieces of men s suit in a week; where the average was 3 85% of the sales were Antares Loyalty Programme members 16 16

17 Lottery Campaigns Shopping Centre : ANTARES SC Ankara / Turkey Management Company : Jones Lang LaSalle Type : New Year s Lottery Purpose : Increase the number of current programme members and reach bigger data for the future campaigns. Sector : All Time frame : 02 December 16 February Result: Less human & financial resources used and time spent new members added to the database 250 % increase on average shopping basket compared to recent same season lotteries

18 Customer Based Campaigns Shopping Centre : ANTARES SC Ankara / Turkey Management Company : Jones Lang LaSalle Type : SMS Purpose : Increase the average shopping basket of the programme members during the New Year s Lottery. Sector : All Time frame : February Content: card holders with the spending average of between TL 1-20 received an invitation to participate the Mercedes C180 lottery via SMS. Result: 18 % of the targetted members responded back with 300% incremental turnover than expected 18 18

19 Project Starting Period Launching period of campaigns 80 Oca.09 Şub.09 Mar.09 Nis.09 May.09 Haz.09 Tem.09 Ağu.09 Eyl.09 Eki.09 Kas.09 AYD ANTARES AYD vs ANTARES SC SALES AYD 09 ANTARES

20 References ANTARES SC / Ankara,Turkey PROFILO SC / Istanbul, Turkey MALATYAPARK SC / Malatya, Turkey ORION SC / Tekirdag, Turkey CAROUSEL SC / Istanbul, Turkey SERDIVAN SC / Sakarya, Turkey CARREFOUR SC / Bursa, Turkey CARREFOUR SC / Ankara, Turkey CARREFOUR SC / Izmit, Turkey CARREFOUR SC / Istanbul, Turkey CARREFOUR SC / Istanbul, Turkey CARREFOUR SC / Istanbul, Turkey ANATOLIUM SC / Bursa, Turkey KHAN SHATYR SC / Astana City, Kazakhstan DEMIROREN SC / Istanbul, Turkey PALLADIUM S.C. / Istanbul, Turkey PALLADIUM S.C. / Antakya, Turkey 212 S.C. / Istanbul, Turkey MIGROS S.C. / Antalya, Turkey AQUA FLORYA S.C. / Istanbul, Turkey MIGROS S.C. / Istanbul, Turkey CAPİTOL S.C. / Istanbul, Turkey DEMİR PARK S.C. / Zonguldak, Turkey EGEPARK BALÇOVA S.C. / Izmir, Turkey EGEPARK MAVİŞEHİR S.C. / Izmir, Turkey ESPARK S.C. / Eskisehir, Turkey GEBZE CENTER S.C. / Kocaeli, Turkey KIZILAY S.C. / Ankara, Turkey ATAPARK S.C. / Trabzon, Turkey BRANDIUM S.C./ Istanbul, Turkey 20