Gifts with Purchase
Galleria at Tyler knows the value of its marketing tools. Its revamped ‘Shopperewards’ gift-with-purchase and customer loyalty program is designed to increase sales and visit frequency, and it certainly does so.
Exit surveys showed that customers made purchases around the time of their birthday, so Huntington Beach Mall—in conjunction with Traffic Builders—started inviting locals to pick up a free birthday gift at the mall.
To attract customers to its new loyalty program, Lougheed Mall combined a direct-mail piece, a four-page flyer, and a gift-with-purchase offer. Card-holding members of the program could receive a ladies fashion watch by redeeming $125 in sales receipts.
Peterborough Square created a “Square Deal Student Discount Card” to develop loyalty among the cash-strapped students that frequent the center. Students were hired to help with two registration sessions during local schools’ Intro Weeks; those that signed up received coupons, gift certificates, center directories, and a free gift. 4,000 students registered, and merchants reported constant use of the discount cards throughout the school year.
Inland Center Mall rewards its “In Crowd” members with discounts, freebies, birthday gifts, and special purchases-at-cost. Shoppers who sign up a friend receive a potpourri as a gift. After a little over a year, the program had 8,800 members.
Woodland Mall’s Kids Club program, based on a preferred shopper card for children, offers members discounts or special offers in over half of the center’s stores. A Kids Clubhouse was developed to add fun for the children, and give parents free time to shop.
The Centre at Salisbury matched every dollar shoppers spent with Festive Money, which was used to bid on over 100 items at auction—including a new car. The average purchase per visit increased from $45 to $162.
Come Back Cards, a reward for shoppers during seasonal campaigns, helped to keep traffic flowing into North Dartmouth Mall.