The document provides an analysis of loyalty programs for four Chicagoland malls - Spring Hill Mall, Oakbrook Center, Water Tower Place, and Northbrook Court. For each mall, it identifies the most valuable customer segment ("MVC"), as well as other key demographic groups. It then provides recommendations for communication strategies and mall improvements to maintain or increase visits from these segments.

1. Precision Marketing - Winter 2015
Chicagoland Mall
Loyalty Analysis
G2 Consulting
Chris Mulryan
Mallory Yeaton
Nathan Eyre
Brian Gallagher
Justin Menze
Teri Grossheim

2. Agenda
❖ Introduction
❖ Research Methodology
❖ “MVC” = Most Value Customer
❖ Four Mall Locations
❖ Spring Hill Mall
❖ Oakbrook Center
❖ Water Tower Place
❖ Northbrook Court
❖ Three Considerations
❖ Profile of customers
❖ Most valuable customer(s)
❖ Communication plan

3. Introduction
Due$to$changing$landscape$of$omnichannel$retailing$and$2014$technology$
trends,$$General$Growth$Proper=es$engaged$G2$Consul=ng$to$conduct$an$
analysis$of$mall$loyalty$program,$The$Club$
Customer$centric$analysis$focusing$on$demographic,$loyalty,$behavioral$&$
survey$data$$$$
Analysis$includes$an$updated$snapshot$of$shopping$trends$par=cular$to$
the$Chicago$market,$including$Web$2.0$communica=on$strategies$

4. Research Methodology
❖ Data sources
❖ GGP/Qualtrics surveying (in-person, Net Promoter/Net To Return scores)
❖ Loyalty club data
❖ e-Commerce tracking behaviors
❖ Web 2.0/social media data
❖ Data marts/warehouses
❖ Interpret data for marketing program improvements
❖ Customer Lifetime Value (CLV)
❖ Recency, Frequency, Monetary (RFM)
❖ Secondary Sources (eg. Nielsen PRIZM)

5. General Growth Properties MVC
❖ Demographics:
❖ White Picket Fences
❖ Age 35 - 54 comprise 50% of the target
segment
❖ Annual household income: $60k-$99k/
yr
❖ Married with kids
❖ Large female population
❖ Call To Action
❖ Identify & attract high value customers
❖ Improve store mix to attract new
customers
❖ Increased use of email & social media,
decrease text messaging
Household Income
+
Communication Strategy
+

6. Spring Hill Mall
MVC
❖ White Picket Fences
❖ Age: 30s
❖ Annual household income: $55k-
$75k/yr
❖ Young children
❖ Largest segment within 5 mi radius
Maintain Segment Success
❖ Promotional activities involving long
visits via ambiance & atmosphere
❖ Anchor store advertising & promotional
offers
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
<$25k $25k,-
$34.9k
$35k,-
$49.9k
$50k,-
$74.9k
$75k,-
$99.9k
$100k,–
$149.9k
$150k+
Draw
SPI
Household Income

7. Spring Hill Mall
❖ Demographic To Consider
❖ Winners Circle
❖ Ages 40s & 50s
❖ Annual household income
$100+/yr
❖ Teens in household
❖ Call To Action
❖ Improve weekday frequency
❖ Mid-High end dining
❖ Movie theatre
❖ Mid-High end shops
0
0.5
1
1.5
2
2.5
3
14(– 17 18(– 24 25(– 34 35(– 44 45(– 54 55(– 64 65+
Draw
SPI
Household Income
Possible Brand Additions

8. Spring Hill Mall Communication
White Picket Fences
❖ In-Mall Communication
❖ Frequency Already Obtained
❖ Beacons
❖ Sale notifications
❖ Avoid QR codes
❖ Coupled with emails
❖ Notification of mall
events
Winner’s Circle
❖ In-Mall Communication
❖ Deal Hunters
❖ Groupon deals
❖ Rewards programs
❖ Club member info for
sales/promotions
❖ Weekly Emails
❖ Maintain relevance

9. Oakbrook Center
MVC
❖ Upper Crust
❖ Age 55+
❖ Annual household income $100k+
❖ Empty nesters/no kids
❖ Considerable population
Maintain Segment Success
❖ Frequency of visits, esp. winter
❖ Anchor stores
❖ Club member VIP status
❖ Drive restaurant awareness
0"
0.2"
0.4"
0.6"
0.8"
1"
1.2"
1.4"
1.6"
1.8"
2"
<$25k" $25k"-"
$34.9k"
$35k"-"
$49.9k"
$50k"-"
$74.9k"
$75k"-"
$99.9k"
$100k"–"
$149.9k"
$150k+"
Draw"
SPI"
Household Income

10. Oakbrook Center
Demographic To Consider
❖ Upward Bound
❖ Ages 35 - 54
❖ Annual household income $75k+/yr
❖ Under 18 present
❖ Second largest segment within 5 mi
radius
❖ Call To Action
❖ Improve frequency
❖ Accelerated promotion of
restaurants
❖ Family friendly activities
Target Age
0"
0.2"
0.4"
0.6"
0.8"
1"
1.2"
1.4"
1.6"
1.8"
14"–"17" 18"–"24" 25"–"34" 35"–"44" 45"–"54" 55"–"64" 65+"
Draw" SPI"

11. Oakbrook Center Communication
Upper Crust
❖ Increase Frequency
❖ Especially during winter months
❖ Club member VIP status
❖ Special perks (eg. discounts, free valet,
concierge, help with bags, etc.)
❖ Social Presence
❖ Most check Facebook daily
❖ Deals and trends
❖ Daily Emails
❖ Notification of sales, special promos and mall
events
❖ Focus on higher end anchor stores and mall
shops
❖ Awareness regarding the various restaurants
Upward Bound
❖ Increase Frequency
❖ Especially during the week
❖ Rewards Programs
❖ Restaurants
❖ Club Member info for Sales/Promotions
❖ Family friendly events
❖ Spend more at mall shops, but opportunity
with anchor stores
❖ One stop shop for families
❖ Social Presence
❖ Info about sales, special promos and events
❖ Daily Emails
❖ Maintain relevance

12. Water Tower Place
MVC
❖ Young Digerati
❖ Ages 25-44
❖ Annual household income $90k+
❖ Tech savvy, affluent, highly
educated
❖ Largest segment within 5 mi radius
Maintain Segment Success
❖ Drive parking efficiency
❖ Increase restaurant selection
❖ Stay technologically relevant
Household Income

13. Water Tower Place
Demographic To Consider
❖ City Roots
❖ Ages 65+
❖ Annual household income $25k
+/yr
❖ Retired population
❖ 7% decrease from previous age
group
❖ Call To Action
❖ Focus on improving parking
❖ Provide relevant store options
Target Age
!10%%
!5%%
0%%
5%%
10%%
15%%
20%%
25%%
14%–%17% 18%–%24% 25%–%34% 35%–%44% 45%–%54% 55%–%64% 65+%
Jun!13%
Jun!05%
Delta%

14. Water Tower Place Communication
Young Digerati
❖ Technology focused
❖ Social media
❖ Location-based/Check-in
promotions
City Roots
❖ Weekly advertising
❖ TV & radio AM programming
❖ Mail
❖ Newspaper

15. Northbrook Court
MVC
❖ Executive Suites
❖ Ages <55
❖ Annual household income $75k+
❖ Empty nesters/No Kids
❖ 7th largest segment within 5 mi radius
Maintain Segment Success
❖ Promote longer visits by not only increasing
restaurant selection, but adding urban
dining options
❖ Leverage rewards program
Household Income
0"
0.2"
0.4"
0.6"
0.8"
1"
1.2"
1.4"
1.6"
1.8"
<25k" 25,35" 35,50" 50,74" 75,100" 100,150" 150+"
Draw"
SPI"

16. Northbrook Court
Demographic to Consider
❖ Upper Crust
❖ Ages 55+
❖ Annual household income $100k+/
yr
❖ Empty nesters/no kids
❖ Largest segment within 5 mi radius
❖ Call To Action
❖ Improve valet parking to increase
frequency & visit length
❖ VIP program to bring this segment
to high-end stores
Target Age
0"
0.2"
0.4"
0.6"
0.8"
1"
1.2"
1.4"
1.6"
1.8"
14)17" 18)24" 25)34" 35)44" 45)54" 55)64" 65+"
Draw"
SPI"

17. Northbrook Court Communication
Executive Suites
❖ Frequency
❖ Groupon (62% use daily)
❖ Facebook (69% use daily)
❖ Rewards Program
❖ Increase loyalty & retention
Upper Crust
❖ VIP Program
❖ Special perks for top spenders
❖ Special access to events at anchor
stores
❖ Weekly Emails
❖ Invitation to exclusive events for VIP
members Anchor Stores for Upper Crust Segment

18. Thank You