Seppä is a 24,000 sq m shopping center built in 2017 in the Seppä area of Jyväskylä. Customers are served by a wide range of restaurants, almost 50 shops, a diverse fashion offering, and a heated parking garage. Seppä is the first Finnish shopping center to introduce a loyalty application, Seppä Klubi, which rewards loyal customers for their purchases and behavior. The Seppä Klub app provides shoppers quick and convenient access to the center’s news, events, promotions and other helpful information in one place. For shoppers that sign up to the Seppä Klub, the app can be used to see their rewards balances, and view personal discounts and offers which can be tailored to their preferences, behaviors and interests. Seppä Klub members earn points for every purchase, including restaurant and service purchases that can be used to claim rewards and other benefits.
In addition to purchases, Seppä Klub members earn points for things like joining the club, birthdays, redeeming coupons, and even just visiting the shopping center. In addition to offers and benefits, customers receive news content that is more relevant to them, for example based on interests, fashion genres and even camping equipment tips.
Recently the center ended up in the top 3 of the NCSC Finland awards. NCSC Awards is an annual competition where the industry’s most successful, innovative and creative efforts are celebrated. The competition starts with national competitions in each Nordic country. After this, the winners continue to compete against each other in the Nordic finals. Seppä Klubi set a clear statement in this nordic competition! The jury valued the revolutionary customer experience that led to more customers, a better brand recognition and more targeted communication by utilizing the latest trends and technologies.
The reason to use this example as a lighthouse story is that they have really optimized Placewise’s solution. The Placewise software offers many opportunities for centers to increase footfall, loyalty, frequency and spend. Seppä has invested in mastering the possibilities and then promoting different aspects both internally and externally.
Shopping centers globally need to take the next step in transformation – the pandemic changed the industry, forcing it to evolve for the better. Now the lighthouse examples are investing in technology to continue the journey. They have done a great job promoting the app in different channels. Internally, they have focused on getting their tenants onboard, binding the stores together so they all pull in one direction, towards one goal. Externally, they have created excitement among visitors and shoppers. The results are clear!
