The program included a user-friendly web interface that allowed members to access exclusive discounts and coupons while providing the highest level of exposure and support to all their tenants.
During the launch campaign, Galeria Dominikanska gained over 5000 members with full consent, while 25% were totally new members. The balance was converted from the previous lunchtime program. Phase Two of the program was focused on connecting the program with parking ticketing which doubled the program participants in just 10 days. The results in detail are as such:
5.496 New Loyalty Club Members
892 Offers Redeemed
80.4% Daily Click-Through Rate
How did they do it?
During the first phase of the #maszokazje na nagrody (You Can Win Prizes!) program, hostesses were available to explain the benefits of the center’s new and improved loyalty program and how to sign up. To attract new members and demonstrate how easy and fun the new loyalty program is to use, all new members received a coupon for their choice of a free environmentally friendly gift, a trio of herbs in clay pots, or a folding reusable bamboo cup. Members who used a coupon during the launch period and registered their receipt also received a gift card worth about 6.49 Euros.
Phase two was focused on connecting the Placewise system with Galeria Dominikańska’s parking system, allowing members to automatically receive and redeem a reward for one hour of free parking. This phase of the program was introduced to Galeria Dominikanska’s shoppers through a comprehensive marketing and communication plan throughout the center and parking garage and included one-to-one program education, demonstrations, and member sign-ups by in-center hostesses. Ewa Hiller, Director of Galeria Dominikanska, has commented: “Galeria Dominikanska is constantly adapting to the needs of its shoppers and their lifestyles, and we are always looking for solutions that make our center more attractive to customers and keep them coming back. This program provides them with access to the latest promotions and offers from our tenants and gives them 1-hour parking for free.”
Takeaways
· Show and Teach – Employ hostesses and ambassadors to explain new program benefits, help with app downloads, and demonstrate features.
· Short & Sweet – A concentrated launch period maximizes marketing, advertising, and public relations efforts.
· Thoughtful Gift – Select a gift for new members that has broad appeal to you shoppers and is tied to their interests and the season.
· Entice – Encourage immediate member engagement during the launch period by providing an additional incentive available through the new mobile loyalty app. Members who use the app immediately to redeem receipts for a gift card, double points, or free parking can experience how easy the app is to use and are more likely to remain active and engaged.
Since the successful launch at Galeria Dominikanska, Atrium has broadened the partnership with Placewise to include six additional malls in Poland (Atrium Copernicus, Atrium Focus Bydgoszcz, Atrium Targówek, Atrium Reduta, Atrium Promenada, Atrium Biała) and two in The Czech Republic/Czechia (Atrium Palac Pardubice, Atrium Flora).
