This Corporation is in the business of running retail and entertainment destinations in the U.S., Canada and Spain. The company needed to maximize use of interactive resources to better understand the business community and people that visit its properties to drive sales. They turned to Atos Origin for our expertise in providing services to accomplish just that.
This multi-billion dollar corproration is a self-managed real estate investment trust (REIT) based in Arlington, Va., that owns, develops, leases, acquires, redevelops, expands and manages retail and entertainment destinations. The company employs approximately 1,800 people in the U.S., Canada and Spain.
Business Challenge
The company and its retailers and strategic partners needed an Interactive Plan to leverage tools, processes, and experiences to better understand and interpret consumer behavior, build customer relationships around demographic and psychographic analysis of behavior, and drive increased sales through increased visits to their properties.
The company wanted to create a consistent experience for key stakeholders as they obtain critical business information through Internet, Intranet, and Extranet channels. The goal was to provide investors, city planners, the press, sponsors, retailers, current and prospective employees, and consumers with the information they needed to manage business and make informed decisions. Furthermore, the company wanted to enable mall directors to manage content that more effectively markets individual property promotions and drive additional traffic to increase sales. Ultimately, the client would need to provide its malls with ongoing, low-cost support of hosting services and web-site operations.
Our Solution
The company selected Atos Origin to build a powerful branded website that communicates the company’s core message of innovative, larger-than-life retail and entertainment experiences. We created flexible content management tools so that mall directors can update property-specific content such as promotions and special events, movie times, travel and tourism information, mall tenant information, and corporate search data within a powerful, individually affiliate-branded template based system.
The solutions implemented for the properties collect and allow easy analysis of sophisticated consumer demographic and psychographic data, driven through compelling calls to action that include:
> Sampling campaigns
> Special alerts on “Hot Buys”
> Special offers for registered users
> Coupons and other enticements that drive consumer registration
We provided the client with web traffic and registered-user tracking and analysis tools. This enables continued site improvement, relationship building with target customers, and tools to drive strong permission-based marketing relationships with users. To ensure affordable growth and ongoing sustainability of the solution, Atos Origin provides low-cost managed operations of web site hosting in our world-class data center.
As enhancements, site improvements, and updates are needed, we continue to fulfill the ongoing technical needs of the Corporate site and its individual mall property sites through our Global Web Fulfillment Factory.
The Results
With the interactive web strategy, The client has achieved significant benefits that include the following:
> Increased foot traffic to individual properties an average of 20 percent over 12 months
> Established customer relationship management programs to build a knowledge base of demographics and psychographics of target customers
> Provides direction to their mall property managers for increased sales, customer loyalty, and powerful virtual marketing programs
> Enables low-cost, high-touch customization that showcases the individual property brands and content while leveraging corporate design and content assets
> Showcases the client’s individual properties as regional destination retail and entertainment complexes with international visibility and appeal, leveraged and promoted through powerful online marketing initiatives.