Bluewater mall launches shopper loyalty club
In the UK, the Bluewater retail shopping mall and leisure centre has launched a loyalty rewards programme called 'MyBluewater', offering regular customers a range of exclusive offers and benefits.
The programme, which was developed for Bluewater by Black Sun, provides members with various offers from a number of Bluewater retailers and selected partners including John Lewis, Reiss, and Virgin Holidays. Members also get advance notice of sales events and new store openings, exclusive invitations to a range of special events at Bluewater, and the opportunity to win prizes in regular competitions and prize draws.
Bluewater commissioned Black Sun to create a loyalty programme that would help to build an emotional connection with its customers and deepen their relationship with the Bluewater brand. The loyalty club therefore needed to have a range of exciting offers and be flexible enough to appeal to a diverse array of individual customer needs.
As customers register with the programme they indicate their preferences and interests resulting in communications and offers based on their individual needs and wants. Key communication elements include a personalised website, invitations to events, personalised e-newsletters, an RSS feed, and emails alerts about updated offers and new competitions.
According to David Wilkinson, head of marketing for Bluewater, "MyBluewater is a key part of our long term CRM strategy to develop direct communications with customers, and to ensure they are continually aware of the offers we have available for them."
Black Sun director, Richard Dixon, confirmed that the programme was designed not only to offer added value to loyal customers, but also to help develop deeper engagement levels and increase footfall for the centre.