The objective

McArthurGlen is Europe's leading owner, developer and manager of Designer Outlets.

With over 20 factories outlets situated across Europe, McArthurGlen had a large database but a low level of engagement. As one of the leaders in their sector, McArthur aimed to increase engagement, improve their welcome and on-boarding process and gain greater actionable insight into their customers.

In achieving these goals, they hoped to ultimately improve upon two key business objectives: footfall and APV (Average Spent Per Visit).

The thinking and the plan

The plan was to execute a Pilot Programme to test and learn the best approach in the most cost-effective and risk-averse way. In order to do so, a discovery meeting with client stakeholders took place alongside mystery shopper site visit and customer journey testing.

The customer journey was reviewed as a whole, understanding first under what proposition people were entering into the database and how they were being communicated with.

The strategy was to re-engage the existing base and engage new joiners, learning actionable insight to enable relevant target communications to be sent.

The project was divided into four main stages:

- Data Audit - consolidate the client's various databases, analyse the data and create segments based on engagement

- Acquisition - install a double-opt in to prevent poor quality data entering the database

- Welcome - acknowledge opt-in, instal repeat visit behaviour

- Nurture - serve useful, relevant, timely content to fulfil on proposition

Work

Having proven the approach, this programme will now be rolled out across Europe.

We proved that the 10% acquisition discount wasn't needed when a clear proposition was made and fulfilled. Moreover, significant, actionable customer insight was gained, to enable more targeted comms during, and after the pilot.

Key results

50%
Increase open rate
400%
Increase click throughs

If you'd like to see how we could help you please call
Nick Elsom on +44 (0)203 589 7874.