In 2020 Norwegian shopping center owner, Scala Eiendom made building stronger connections to their customers across their portfolio of market-leading centers, a top priority in 2021. CMO, Stian Tørres explains “In Scala Eiendom, we see digital as a clear extension of the physical customer journey, and creating digital relationships with our customers is key to be able the offer the integrated experience our tenants and customers expect”
By January this year, Scala Eiendom’s loyalty program, powered by The Mall Performance Cloud, had exceeded an exciting membership milestone of more than 200,000 members. “The entire Scala Eiendom team have demonstrated how you can create truly extraordinary results by making sure everyone in the team has the same level of focus and commitment. Scala Eiendom now has more than 50% of their customers in their digital database and is in a unique position that allows them to evolve their digital experience further” says Placewise CCO Kristian Nordtomme.
How did they do it?
- Scala started by anchoring the strategy - engaging with both center management teams and their retail tenants.
- Set KPIs and growth targets for the next three years.
- Center management teams use the Mall Performance Cloud on a daily basis to monitor progress on growth and engagement through insights and reports.
- Deploy recurring recruitment campaigns on-site and use online advertising to promote the loyalty program and encourage new membership sign-ups.
- Ensure all properties have consistently high-quality member benefits across all points thresholds.
- Work with every retail tenant to ensure understanding, increase participation, and ensure stores receive the maximum benefit from the program.
- Provide high-value benefits like free parking, birthday gifts, and welcome gifts
- Have implemented Rewards programs for some of their centers
- Use gamification and seasonal promotions to encourage new member sign-ups and increase engagement with existing members.
- Strive for constant improvement utilizing all of the optional Mall Performance Products, including Placewise Marketplace, to optimize performance, save time, and provide the best omnichannel shopping center experience to their customers, available anywhere in the world.
Ready to get started, or need some new ideas to re-energize your member acquisition program?