GoGoGuest

Successful Mall Digital Marketing Strategies

The year of 2020 and winter 2020/21 season, is likely to be one of the most challenging times for retailers, as mall developers cope with the restrictions and risks of COVID-19. Along with winterizing the mall shopping experience dining experience or expanding services for curb side pick-up, concierge virtual shopping and directing shoppers to online channels, there are opportunities in this season of uncertainty. 

Winter 2020 is an ideal moment for mall operators to enhance their in-store and digital strategies for customer engagement for malls and shopping centers.

Along with expanding a mall’s customer experience to delivery, curb-side pick-up and elevating in-store amenities like covered parking and fast, free WiFi, Freeport Village Station is has remained relevant to it’s thousands of consumers across the United States and Canada.

How Freeport Village Station Grew Customer Acquisition By 200%

By investing in digital touch-points and elevating in-store amenities Freeport Village Station is leading Freeport, Maine's reopening.

Freeport, Maine is a quaint New England town known for it’s quaint small-town feel surrounded by outdoor adventures in any season, delicious lobster, maple syrup and world-class shopping experience.

At the heart of Freeport, Maine is Freeport Village Station, a major summer destination o\for Canadians and Americans who love to shop big brands for better deals. In early 2019, Janet Grady, Vice President of Marketing reached out with a challenge: to double their customer base by 50% by the end of 2019 and invest in digital tools to personalize and engage their customers all year round. At this time, Freeport Village Station is primarily focused on in-store and a local marketing strategy.

Freeport Village Station_Freeport, Maine
Freeport Village Station, Freeport Maine

The challenge:

  • Finding the right mix of in-store and digital tools to accelerate customer acquisition for the purpose of increasing engagement and frequency of visit. 
  • Identifying the right local partners to manage and install a network infrastructure that can support the 120,000 square foot mall, its guest usable space and outdoor promenade.
  • Elevating customer experience in-store and online through community events, WiFi marketing, social media and email marketing.

“Understanding real-life engagement and connecting with our customers online and in their inbox were our biggest customer engagement gaps. We're smarter mall operators thanks to GoGoGuest."

Janet Grady, VP of Marketing, Freeport Village Station Tweet

How GoGoGuest helps:

Freeport, Maine is a New England summer destination for visitors across the United States, Canada and many international visitors. When we first met with Janet, there were clear reasons why they wanted to invest in a WiFi marketing solution that offered capabilities for real-world journeys, increase customer acquisition in-store and through digital channels and connect with customers through weekly personalized newsletters.

The solution:     

  • GoGoGuest provided pre-sales support by helping Janet map out the different resources and potential costs for a WiFi marketing implementation in Freeport Village Station.
  • Implement GoGoGuest WiFi marketing solution across the 120,000 square foot mall, primarily in the promenade areas
  • Partner with Systems Engineering and the local ISP provider.
  •  Plan, program and implement an email marketing strategy which includes in-store and online automations and weekly personalized campaigns driven by consumer interest.

“Knowing which genre of films excites movie goers is extremely helpful in our programing. GoGoGuest easily personalizes our content and messaging with real customer insights."

Dennis Levasseur, General Manager, Nordica Theater Tweet

See what is possible.

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The results:

Freeport Village Station was fully launched on our WiFi marketing platform within a 60-day time-frame. The project timeline includes specifications and approval of Meraki network equipment and the installation of internet service in the property.

Once the network infrastructure was set up and ready for GoGoGuest, we launched the WiFi marketing solution  for Freeport Village Station completely virtually within 7-days.

  • Since launch, Freeport Village Station has acquired over 158k new subscribers from guest WiFi and over 15k subscribers over their website, representing over 200% increase in new subscribers.
  • Freeport Village Station has sent a total of 1,675,984 total emails in the past 2 years with a consistent high performing click-through rate of 48% per campaign.
  • Canadian shoppers love Freeport Village Station
  • The local audience was extremely active and engaged during the pandemic.

What is next: Here is where GoGoGuest comes in as a source for shopper intelligence for your mall or shopping center: 

  • Data enrichment of previously captured personal data. This means that Freeport Village Station has the opportunity to position retail brands that are meaningful for shoppers.
  • Elevate the shopping experience with personalized offers and promotions from retailers.
  • A connected digital and in-store experience that also ties into community related events and experiences. 
Video Covers - Enabling Brick And Mortar Retailers To Grow A Digital Future

Next Steps

Don’t take our word for it. We encourage you to dive in and dig deeper. Have you read The Customer Engagement Playbook? Produced by the GoGoGuest team, it offers actionable next steps and best practices on how to implement a full cycle marketing program from creating awareness, customer engagement to growing customer loyalty that drive value.

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