tanger outlets_mcdonald presentation
Embed Size (px)
TRANSCRIPT

Digital Discounted: Why Mobile Strategy for Outlet Malls is Outdated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