Building Loyalty with Families
Campaign Development | Experiential | Copywriting
The loyal customer should be a highly-valued customer. They’re the customer that feels an urge to come back, leaves satisfied and spreads the word. Galleria Dallas is a long-standing community and tourist destination, but must adapt to changing customer expectations and stand out in a saturated market to remain profitable. I assisted with the development of a unique program to grow family retention and foot traffic by enhancing the customer experience.
Goal
One of my first tasks at Galleria Dallas was to strengthen our relationship with our existing family demographic to encourage them to consistently choose Galleria Dallas over competitors.
Approach
After identifying our existing family demographic as a high-value audience, I crafted a tailored program to provide families a unique and quality experience at Galleria Dallas in order to boost retention and create loyalty.
The program, named PALS, is a kids club which upon sign-up provides families with interactive and educational activities incentivizing exploration of Galleria Dallas. Members are given exclusive monthly offers and free items that encourage them to return to Galleria Dallas to redeem. A monthly newsletter connects them with relevant family-friendly information throughout the shopping center, making them often the first to know about upcoming promotions.
Enrollment is targeted to our families that attend our established weekly kids performance to capture this existing audience and spread their engagement to other offerings at the shopping center.
Result
Conception of the kids club improved our connection with families, created a point of difference from competitors, and rewarded repeat visits, thus creating loyalty.
Moving forward, Galleria Dallas continues to grow and maintain a list of high-value customers and has the ability to educate the audience on other business offerings, increasing families’ investment in the brand.
Press: Art&Seek
Credits
Branding & Design: SWOON, the studio
Photography: Mei-Chun Jau
Public Relations: Shiroma Southwest