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Shopping Centre Category: Best card based loyalty program The Cromatic Card Loyalty Program: We will reward you every time!
1. Describe
the
product
or
service
for
which
your
company
is
entering
this
award
category
(include
the
aims
and
objectives
of
initiative,
project
or
programme)
Felicia
Shopping
Centre
was
opened
in
October
2007.
The
scheme
consisted
in
a
large
size- shopping
gallery
(11,000m2
with
83
tenants)
anchored
by
a
Carrefour
hypermarket
(approx.
15,500m2)
and
international
brands,
such
as
Marks&Spencer,
Motivi,
Accessorize,
etc.
It
is
located
in
the
Romanian
city
of
Iasi,
a
retail
market
with
ever-increasing
competition
(5
shopping
centres
and
malls,
over
30
supermarkets
and
hypermarkets
addressing
a
population
of
no
more
than
350.000
inhabitants).
In
this
context,
the
challenge
was
to
design
an
innovative
one
glove
fits
all
card
based
loyalty
solution,
which
would,
within
very
limited
costs,
give
value
to
both
retailer
and
consumer,
whilst
incorporating
three
main
characteristics:
choice,
flexibility
and
attainability.
The
Cromatic
Loyalty
Programs
objectives
addressed
each
a
key
stakeholder:
a. Shopping
centre:
develop
a
continuous
sales
mechanism
while
achieving
a
more
efficient
external
communication
b. Tenant:
increase
underperforming
stores
sales,
whilst
providing
all
tenants
with
a
platform
that
would
boost
their
external
communication
efforts
c. Consumer:
enhance
their
shopping
experience,
while
offering
relevant
and
easy
to
redeem
rewards
2. Where
applicable,
what
has
your
company
done
in
the
period
January
1
to
December
31,
2011
to
qualify
for
this
award?
In
March
2011,
Felicia
Shopping
Centre
rolled-out
the
first
loyalty
rewards
program
that
brought
together
a
compelling
shopping
experience
alongside
with
clear
benefits.
Using
as
a
starting
point
Felicias
tagline:
Shopping
in
colours,
a
new
brand
was
created:
The
Cromatic
Loyalty
Program.
Marketing
campaigns
would
from
that
point
onwards
involve
card-based
mechanisms
only,
and
would
be
integrated
with
the
multimedia
InfoKiosk
Infomatic
and
online
platform.
The
launching
preparation
time
was
of
only
three
months.
The
shopping
centre
stores
as
well
as
the
co-owner
Carrefour
were
grouped
into
three
categories,
according
to
their
rent
to
sales
performance:
orange
(low
performance),
pink
(medium
performance)
and
green
(high
performance).
No
matter
the
time
of
the
year
or
the
shop
they
bought
from,
consumers
could
now
valorise
each
shopping
receipt
issued
in
the
centre
by
simply
translating
its
value
into
points
at
the
Infomatic.
Consumers
needed
to
achieve
a
specific
mix
of
coloured
points
on
their
card
in
order
to
qualify
for
rewards.
This
way,
they
were
motivated
to
widen
the
number
of
stores
they
shopped
in.
Infomatic
enhanced
clients
experience
allowing
them
direct
interaction
with
the
system
via
touch
screens,
webcams,
barcode
scanners,
LCDs.
Its
objectives
referred
to
demographic
and
consumer
behaviour
data
collection,
promotion
of
products/
campaigns
and
brand
differentiation.
It
also
worked
as
a
promotion
tool
for
each
tenant,
as
the
interactive
interfaces
could
direct
consumers
towards
various
websites
or
offers.
The
program
gave
access
to
numerous
and
diverse
rewards:
raffle
prizes,
instant
presents,
concert
tickets,
freebies
from
shopping
centre
partners.
Infomatic
allowed
constant
and
simple
point
redemption,
therefore
there
was
no
risk
of
having
customers
tired
of
waiting
for
the
points
to
accumulate.
A
substantial
effort
was
made
to
educate
Cromatic
users
about
the
program,
Felicia
Shopping
Centre
instituting
an
aggressive
marketing
campaign,
public
relations,
direct
marketing,
all
Felicia Shopping Centre Category: Best card based loyalty program The Cromatic Card Loyalty Program: We will reward you every time!
designed
to
promote
three
main
messages:
shop
daily,
accumulate
points
with
each
visit,
enjoy
the
benefits!
Moreover,
an
internal
rewards
and
recognition
system
motivated
store
sales
people
to
become
the
loyalty
program
frontrunners.
3. What
benefits
to
your
company
and
your
customers
can
be
illustrated
as
a
result?
The
Cromatic
card
program
met
and
satisfied
its
objectives
effectively
and
far
beyond
expectations.
It
contributed
to
a
measurable
increase
in
sales
and
the
generation
of
more
visits
to
the
shopping
centre.
Actionable
insight
is
already
coming
out
of
the
increased
data
capture,
and
targeted
messaging
is
saving
costs
and
increasing
relevance.
Felicia
Shopping
Centre
reported
in
APR-DEC
2011
a
turnover
increase
from
the
same
period
in
2010,
up
to
16,59%
and
a
increase
in
traffic
of
3.97%.
Based
on
the
points
within
the
system,
up
to
4.23%
of
the
turnover
increase
was
directly
generated
by
Cromatic.
5.32%
of
the
2011
turnover
was
converted
into
loyalty
points
which
meant
that
every
5c
in
1EUR
spent
inside
the
shopping
centre
was
used
to
get
extra
benefits.
In
10
months
from
launch,
1
in
10
people
from
Felicia
Shopping
Centres
target
market
had
a
card
and
were
in
the
database,
in
total
over
8000
users
(9.37%
of
catchment
area).
The
program
encouraged
tenants
to
become
more
involved
in
the
shopping
centres
marketing
activities,
due
to
the
visibility
it
offered
them.
Stores
that
used
to
be
less
profitable
reported
an
average
increase
of
40%
in
turnover.
The
best
case
store
reported
up
to
an
average
of
70%
increase
in
their
monthly
turnover,
with
a
percentage
up
to
40
of
their
turnover
translated
into
points
within
the
system.
Over
40%
of
the
shopping
store
tenants
joined
the
program
with
constant
card
based
discounts.
The
ones
already
having
their
own
loyalty
system
started
offering
card-based
benefits,
via
the
Infomatics
multimedia
features.
However,
it
was
on
the
consumer
side
where
positive
results
reached
their
peak.
Clients
who
until
then
were
visiting
Felicia
Shopping
Centre
only
for
its
anchors
would
now
start
shopping
in
other
stores
as
well,
in
order
to
fulfil
the
prize
requirements.
Moreover,
the
point
transfer
feature
available
at
the
Infomatic
allowed
consumers
to
exchange
points
with
their
friends,
engaging
an
entire
active
community
around
the
loyalty
scheme.
4. What
two
measurements
of
success
best
indicate
why
your
company
should
win
this
award?
First
of
all,
the
Cromatic
Card
Loyalty
Program
increased
the
financial
performance
of
the
shopping
centre.
Underperforming
stores
increased
their
customer
traffic
and
revenues.
Higher
turnovers
generate
happy
tenants,
while
in
the
same
time
the
owner
will
benefit
from
the
higher
rents
that
become
more
affordable
for
the
shops
inside
the
shopping
centre.
Secondly,
the
loyalty
scheme
contributed
to
higher
positive
brand
equity.
The
benefit
rating
clients
attributed
to
Felicia
Shopping
Centre
increased
in
2011
with
0.5,
on
a
scale
of
1
to
5.
In
other
words,
customers
became
more
loyal,
active
and
happier
with
their
shopping
experience.
Joining
a
campaign
did
not
mean
filling
out
a
raffle
ticket
anymore,
but
using
interactive
devices
and
animation,
which
perfectly
fits
the
changing
behavioural
patterns.
However,
the
greatest
programs
feature
lies
in
its
flexibility
and
multiple
future
development
possibilities:
integration
with
POS
devices
for
each
stores,
expanding
the
number
of
external
partners
for
a
wide
rewards
offering,
integration
with
social
media
networks
and
mobile
applications
all
of
which
will
help
Felicia
Shopping
Centre
meet
the
constant
evolving
needs
of
its
clients
and
distinguish
itself
from
the
competition.