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.
CUSTOMER JOURNEY MAPPING
GUEST EXPERIENCE MODEL DEFINED
CHAIN STORE AGE - AUGUST 2017