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- 2. 2Digital Services Strategy DIGITAL SERVICES MANIFESTO 2 ? Acquire new and grow existing guest awareness, traffic and engagement. ? Grow incremental tenant sales STRATEGY ? Transform our mobile and digital experience across the path to purchase. ? Deliver targeted digital and social marketing programs to increase guest engagement and retailer value. ? Align our in-mall digital experiences, signage and directories with our digital ecosystem. ACTION PROGRAMS ? Digital Experience ? Guest-centric & mobile-first digital platform ? On- & off-premise ? Personalized interactions ? Digital marketing ? Generate awareness through organic, augment with paid ? Influential segment-specific content & offers ? Test emerging opportunities ? In-mall digital ? Unified strategy ? Design in-mall experiences aligned with our online experience ? Test throughout 2015. ? Team ? Evolve the team OBJECTIVES PURPOSE We deliver digital strategies that create engaging experiences and programs on- and off-premise for guests, mall associates and tenants that drive business results.
- 3. ACTION PROGRAMS #1 - DIGITAL EXPERIENCE
- 4. 4Digital Services Strategy DESIGN CUSTOMER-CENTRIC DIGITAL EXPERIENCES INFORMED BY 360O RESEARCH 4 Segment-based Personas Digital capabilities will be defined and prioritized based upon a deep understanding of our best customer segments across the path-to-purchase and aligned with business strategy and technical opportunities. Digital Design Work Sessions Journey Map
- 5. 5Digital Services Strategy GUEST JOURNEY ESTABLISH DIGITAL INFRASTRUCTURE THAT ENABLES MOBILE MOMENTSINFRASTRUCTURE EXAMPLE GUEST NEEDS CONTEXT GGP (Hosted/Managed) Partner Ecosystem ¨C2 Hours Get Directions Get Mall Info Find Sale Info Event Reservations Gift Recommendations Create Shopping List Get Rewards Shopper DB & Targeting Engine CMS / Directory / App Online Mktplace Mapping / Way Finding Pymt & Loyalty Ratings & Reviews Apps: Open Table/Uber Arrive At Mall Locate Store Locate Event Locate Friend(s) Find Parking Use Rewards CMS / Directory / App Online Mktplace Mapping / Way Finding Pymt & Loyalty Social Integration Shopper DB & Targeting Engine In Store Find Brand/Item Compare Prices Get Reviews Get Offers Get Help/Flag Issues Use Gift Card Get/Use Rewards CMS / Directory / App Online Mktplace Mapping / Wayfinding Paymt & Loyalty Ratings & Reviews Shopper DB & Targeting Engine Social Integration Feedback/Svs: Chat/SMS/CTC In Mall Retrieve List/Basket Find Store/Event Get Offers Get Help/Flag Issues Use Gift Card Get/Use Rewards Store Packages CMS / Directory / App Online Mktplace Mapping / Wayfinding Pymt & Loyalty Social Integration Feedback/Svs: Chat/SMS/CTC Shopper DB & Targeting Engine Ratings & Reviews Apps: Open Table/Uber Depart Mall Schedule/Find Trans Find Car Wrap/Send Packages CMS / Directory / App Mapping / Wayfinding Shopper DB & Targeting Engine Feedback/Svs: Chat/SMS/CTC +2 Hours Rate Store/Mall Share Experience Rewards Notification CMS / Directory / App Shopper DB & Targeting Engine Online Mktplace Pymt & Loyalty Ratings & Reviews Social Integration
- 6. 6Digital Services Strategy OUR DIGITAL ENGINE: SHOPPER DATABASE & DATA-DRIVEN EXPERIENCE 6 Shopper Data Segmentation Product Content Shopper Data Segmentation Segment- Specific Content Insights GGP Marketing Strategy Personalization Engine Predictive Analytics Shopper Data Warehouse PreferencesLocation Behaviors Personalized Experience SHOPPER RETAILE R Marketing Strategy Insights
- 7. ACTION PROGRAMS #2 ¨C DIGITAL MARKETING
- 8. 8Digital Services Strategy ¡°ALWAYS ON¡± DIGITAL ENGAGEMENT THROUGHOUT THE GUEST JOURNEY Awareness Search ¨C Display ¨C Paid Social Consideration Search ¨C Retargeting ¨C Social Conversion Retargeting ¨C Email ¨C SMS ¨C Social Advocacy Social ¨C Email ¨C SMS We need to be everywhere shoppers are looking mall- related information across the path-to-purchase.
- 9. 9Digital Services Strategy Event s Direct Mail Print/Rad io Digital Ads SEGMENT-SPECIFIC CONTENT ALIGNED TO CHANNELS DRIVE AWARENESS & ENGAGEMENT Vine Instagram Facebook Google Twitter Engagement Content / Offer Audience Paid Earned Web Site Segment-Specific Content Owned