What Is the Value of a Customer Database?

Great potential exists in the space between physical shopping centers and online shopping. Centers who have cultivated large virtual communities and meaningful digital relationships with their shoppers, have the potential to be powerful business partners to their tenants - delivering footfall and sales. 

The larger a center’s consumer database is, the more potential it has to positively impact tenant sales, making landlords a more potent partner for their retailers.  As new, direct to consumer brands, with roots in pure play ecommerce, look for expansion into brick & mortar, they can benefit greatly by choosing a landlord that has a robust and engaged database of shoppers.

For shopping centers, it’s pretty clear that actively cultivating digital relationships with consumers and striving to grow the percentage of trade area shoppers in that database is a strategic imperative. The benefits of this include: 

1. Enabling direct communication through all available digital channels to the greatest number of consumers possible. 
2. Putting the shopping center on a path of digital evolution, enabling the delivery of the personalized experiences the modern shopper wants.
3. Driving value beyond the square footage of the property, giving the shopping centres the capabilities to serve their tenants in the digital space, just as they do in the physical world.

After years of maintaining an “us & them” view between brick & mortar and online retail, it’s high time that the industry embraces the combination of the two, just like shoppers have.

The Mall Performance Cloud helps Shopping Centers build long lasting digital relationships with shoppers and realize the opportunities that exist in the space between physical and online shopping.