Mirvac is the latest Shopping Centre group to move their strategy to continuous loyalty and rewards, with St Marys Village launching Village Rewards in late 2018.
The program was instantly well received by retailers and the local community with hundreds of downloads on the day of launch, and continued new loyalty members joining each day.
Since launch, St Marys Village have been able to offer a wide range of promotions without the lead times, and costs associated with traditional campaigns. These have ranged from enter and win Gift Card campaigns, back to school promotions, retailer offers and prizes, Valentine’s Day Activation, and their current digital scratch card – all driving foot traffic and more importantly spend at their retailers.
With a strong active user base, they are collecting vital data about customer visitation, spending habits and behaviours. By doing so the centre is well placed to offer more personalised marketing and customer experience that will attract and convert customers from their primary and secondary trade areas.