Digital Discounted: Why Mobile Strategy for Outlet Malls is Outdated

Megan McDonald

41% vs. 9%http://www.consumerreports.org/cro/magazine/2014/12/the-inside-dope-about-outlet-malls/index.htm

Consumer Spend at Outlet Centers

Consumer Spend at New Malls

Fashion Outlets of Chicago

Outlet Centers

Traditional Mall

Digital and E-commerce

The New Retail Landscape

• Established 1981 by Stanley K Tanger• 47 Outlet Malls in 24 States and Canada• Second largest Outlet Center Developer• $427,000,000 in Revenue

http://www.tangeroutlet.com/company/history.aspx

• Fashion forward blog with latest seasonal trends

• Similar content to splash page• Separate redirected site • Interactive images of fashion

products showing the brand of the product

Take-Aways• Integrate interactive and

shoppable images into the digital experience

• Create a more cohesive connection between the blog and splash page

• Digital Coupon book for easy reference

• Favorited location for easy to find contact information and directories

• Car locater• Heavily dependent

on Wifi• Style Share: A

missed opportunity to engage consumers

• Opportunity for retail environments to incorporate digital and mobile into the experience

• Must add value to the retail experience

• Ipad station not being used often

• Limited in features and value-added experience

• Each social platform required log in to interact with the brand

Mobile and physical environments must not be mutually exclusive

Mobile for the sake of mobile is a waste of money

Recommendations

• Integrate the Fashion Blog into a shoppable splash page• Increase WiFi beacons within Outlet Centers• Learn how consumers shop the center to provide

relevant content on tablets• Use mobile app to leverage more targeted content• Create a social sharing space that give consumers

immediate gratification

Thank You