Delivering Results
With its 45.000 m2 GLA and 140 shops Waasland Shopping is Belgium’s largest
1-level shopping center. In April 2018, Placewise took on Waasland when it acquired
proptech player Mall-Connect, of whom Waasland was a client.
The Mall Performance Cloud
The implementation of Placewise’s Mall Performance Cloud was live less than 2 months later, in time for the GDPR-compliance deadline of May 25th 2018.
The Placewise Loyalty App
In the 4th quarter of 2018, the Placewise app was added to Waasland’s digital options available to their customers. Loyalty campaigns offered members of the loyalty program discounts of up to 30% from Waasland’s participating stores. In addition to helpful shopping center information, the app has other handy features like the ability for customers to check their gift card balance. The app’s main customer value is the coupon redemption system through which Waasland’s customers can redeem discounts in-store. The coupon usage, as well as other member activity is stored in the user profile in the Mall Performance Cloud’s data management platform, and then utilized for targeting Waasland’s digital marketing and client communication.
Directing Strong Results
By November 2019, less than 1 year and half after launching the loyalty program, Waasland’s customer database grew from its imported 24.000 members, to 34.000 that’s a 42% increase in just 14 months!
This fully GDPR-compliant database has average 90-day activity levels of 60- 70%.
With the mall management’s strategic focus on continuously delivering value to visitors that choose to share their personal data and become members, Waasland is heading for steady growth towards its goal to know and communicate with 60% of its unique visitors.
CMS Retail Hub & New Website
In 2019 Waasland and Placewise focused on renewing its website. In October 2019, a year after the loyalty program launched, Waasland’s new website went live.
The website is backed by the world’s most robust and versatile made-for-malls Content Management System.
We design and manage over 700 shopping centre websites for some of the worlds most prominent shopping centre owners.
TENANT ENGAGEMENT
Later this year Waasland will be one of Placewise’s first clients to use our tenant engagement tool, including an app for tenants.
The shopping center continues to build its digital toolkit to
service its digital community.
And by doing so bring its landlord maximum value.