Shopping Malls as Local Rewards Targets? Starwood Partners with Spring

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Shopping Malls get a lot of foot traffic, but other than some email and newsletter marketing, haven’t really had success parlaying their brand and their consumer loyalty to online marketing efforts.

Starwood Retail Partners is seeking to change that with the rollout of “Oh, So Simple Rewards” at the Chicago Ridge Mall. The launch will be followed by three additional markets by the end of 2015, and all 29 Starwood properties during 2016, reaching 3000 retailers locations and more than 100 million annual consumer visits. The rewards program is a partnership with Spring Rewards Network, which says its mission is to connect digital marketing efforts to in-store sales.

For consumers, the one-step signup process links an existing Visa, MasterCard, or personal American Express credit or debit card to an Oh, So Simple Rewards account. Members can connect as many of their cards to the account as they wish. They will then automatically earn credit for purchases made across the entire mall and receive real time notifications for cash back rewards. When the shopper spends $250 at Chicago Ridge Mall stores, they will automatically earn a $10 credit connected to the card(s) registered to their rewards account. Members can use their earned cash value at a retailer they choose.

At the Chicago Ridge Mall, the Rewards program will be promoted via kiosks, signage etc. In return, the malls receive a small percentage of spending and also incents its customers to return more regularly and spend more. (malls typically receive a percentage of gross receipts).

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