Felicia

Shopping Centre Category: Best card based loyalty program The Cromatic 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 Centres card based loyalty program aimed at boosting its less profitable tenants sales (and overall shopping centre revenues), while offering consumers an interactive shopping experience, with rewards easy to redeem and tailored on their needs 2. Where applicable, what has your company done in the period January 1 to December 31, 2011 to qualify for this award? The Cromatic Loyalty Program grouped the tenants according to their sales performance into three categories, each labelled with a colour; All shopping receipts translated into pink, orange and green loyalty points; Consumers needed to achieve a specific mix of coloured points to qualify for rewards, widening the number of stores they shopped in 3. What benefits to your company and your customers can be illustrated as a result? 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%; There was a high consumer response, every 5c in 1EUR spent inside the shopping centre were used to get benefits; External communication became more efficient, focusing solely on the creative idea of mixing points of different colours. All marketing campaigns involved card based mechanisms; Consumers enjoyed an interactive experience with the support of a multimedia InfoKiosk; 4. What two measurements of success best indicate why your company should win this award? The program had major positive sales impact. It generated shifts in consumer behaviour, which lead to underperforming stores reporting an average increase of 40%. The best case store reported up to an average of 70% increase in their monthly turnover; Clients became more active and happier with their shopping experience. Up to 80% of card users embraced at least one of the cards benefits. The perceived benefits rating of the retailer increased in 2011 with 0.5, on a scale of 1 to 5.