Research has suggested that in 2022, over 90% of businesses have some form of customer loyalty scheme operating within their marketing strategy.
It should come as no surprise that this innovative customer service tactic has remained ubiquitous across a wide range of industries for years, considering their general success rate – which is what makes shopping centres the perfect hub of customer loyalty programs and practices.
The Relationship Between Shopping Centres and Loyalty Programs:
Customer loyalty programs that are solely focused on shopping centres usually aim to increase and retain the establishment’s holistic client and footfall rate. Put simply, the program’s holistic goal is to reward customers that frequently utilize the specific facility in question.
Generally, the optimal outcome of a customer loyalty scheme is to encourage clients to spend as much time and money within the shopping mall as possible, in order to maximize overall profit.
How The Loyalty Programs are Implemented
These forward-thinking incentives can be organized and implemented in a number of ways, from using experiential awards, to providing a point-based reward system to keep the clientele coming back for more.
These small yet effective rewards and luxury advantages can come in the form of providing client discounts and charitable donations, or even building and offering a VIP membership in appreciation of the business’s most loyal patrons.
The Benefits and Advantages:
There are numerous reasons that contribute to why a shopping centre may employ this marketing tactic in order to ensure that their clients are returning on a regular basis.
1. Improved Retention Rates –
Perhaps the most pertinent motive behind this practice is that it improves client retention rates Studies show that it is much more cost-effective to retain old customers than to acquire new ones, and offering points and rewards to an establishment’s loyal consumer base is a great way to achieve that.
2. Provides Business for All Involved –
It is not just the brand in question and the shopping centre itself that benefits from engaging with this marketing tactic – the surrounding businesses and companies operating in the area will also enjoy increased customer traffic.
3. Increases Customer Satisfaction –
It has been repeatedly proven that consistent loyalty reward programs are key when it comes to developing a strong dynamic business-consumer dynamic. Showing your customers that you appreciate their support in this manner goes a very long way in terms of maximizing overall customer approval.
4. Optimizes Brand Reputation –
Offering clientele such strong benefits for engaging with your business is guaranteed to elevate the general perception of your company through the eyes of the public. It also adds a strong incentive for consumers to spread a positive word about the services your brand specializes in.
So, there you have it – a comprehensive guide to shopping centre loyalty programs. As exemplified above, it’s clear to see why the symbiotic relationship between shopping centres and loyalty reward programs works so successfully for both malls and business owners alike.
When executed successfully, everyone benefits in a major way by implementing systems that are dedicated to customer satisfaction and client retention, especially in the context of operating a shopping centre.
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