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STARWOOD RETAIL PARTNERS

PUTTING THE HEARTBEAT BACK IN THE LOCAL MALL

Challenge: Develop a guest experience strategy for 30 malls

Deliverable: Customer Experience Strategy and Tactics
Concept: "I love it here"

Agency: Riley Group Inc.

Starwood Retail Properties purchased 30 malls across the US and needed a customer experience strategy that would unify the properties and build equity for this new brand.

We started by asking shoppers to dream about their ideal future mall. We quickly learned there’s a lot of love for the local mall. Shoppers were bullish about its future. However, none of them felt at home in the mall.

So we set out to create an inclusive guest experience strategy that would meet the needs of all shoppers and make the mall an easier, more comfortable and authentically engaging destination.

“Laurie could I please place a quote here.”

INTENSIVE IMMERSION

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CO-CREATION

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CUSTOMER JOURNEY MAPPING

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GUEST EXPERIENCE MODEL DEFINED

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STARWOOD STANDARDS

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STRATEGIC ROADMAPPING

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LIVE 360

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CHAIN STORE AGE - AUGUST 2017

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TEAM

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Carl Riley

CARL RILEY

STRATEGY DIRECTOR

Killian McIlroy

KILLIAN MCILROY

CREATIVE DIRECTOR

Brianne DeRolph

BRIANNE DEROLPH

ENVIRONMENTAL DESIGN
DIRECTOR AND CUSTOM FABRICATOR

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Scott Nelson-Tucker

SCOTT NELSON-TUCKER

BRAND STRATEGIST

Shawn Wolfe

SHAWN WOLFE

BRAND AND EXPERIENCE STRATEGIST