Written by Amy-Louise Davies
Retail Property and Asset Management
The Swan Shopping Centre in Hampshire, managed by CBRE, has recently stepped out into the world of loyalty scheme apps and has experienced roaring success.
The app, simply named ‘Smart Rewards’, promotes customer loyalty and engagement. Points can be earned in a variety of ways; including visiting the centre, opening the app and sharing offers with friends. These points translate into unique discounts with the occupying retailers and free gifts that can be collected in The Swan Centre.
The app was launched in February and is already pushing 1,600 active users. Smart Rewards encourages the sharing of the offers through social media, spreading the word to an even wider audience. The sleek design, user friendly layout and engagement from retailers within the centre have been key to the success of the app so far.
However, this is just the beginning; the beauty of the app is that it links seamlessly with the Beacon technology, something which is relatively new to the UK retail scene. This innovative technology most notably appeared in the US at Macy’s department store and allows retailers and centre management to create promotions and offers which app users will receive through their mobile device when in range of specified locations around the centre.
This shows a significant leap in our progress towards targeted real time marketing and as more retailers join the campaign on site, the possibilities of turning user engagement into cash in tills expands further and further.