scl conference 2014: extending customer choice
Post on 13-Mar-2016
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SCL CONFERENCE 2014RESPONDING TO CHANGE
Extending Customer Choice
Case Study: Macerich
Presented by Fiona Honeyman
• Retail property owners in the U.S.
• Number of malls throughout the country
• Concierge desks sell their gift cards
SCL CONFERENCE 2014RESPONDING TO CHANGE
Gift cards in the U.S:
• In the 2012 holiday season over $43 bn in gift card sales changed hands.
• Card sales have remained fairly constant, however, the number of gift cards available continues to rise, increasing competition for market share.
• Closed loop becoming more popular.
SCL CONFERENCE 2014RESPONDING TO CHANGE
• Client via a third party program manager since 2008
• Open loop cards only
SCL CONFERENCE 2014RESPONDING TO CHANGE
• Restricted by exclusivity clause
• Offering remained the same whilst customer tastes changed
• Steady decline in sales year on year
SCL CONFERENCE 2014RESPONDING TO CHANGE
• Macerich changed to a direct relationship with SCL in 2013
• Selected Blackhawk Network to replace old supplier/program manager
SCL CONFERENCE 2014RESPONDING TO CHANGE
SCL CONFERENCE 2014RESPONDING TO CHANGE
• Integration
• Transition from previous processor to
Blackhawks processor
• More flexibility in terms of products, more
features, tailored to Macerich.
Now: 6 open loop cards (visa branded)
Over 60 closed loop cards include iTunes, Gap, TGI Friday, Home Depot, Barnes and Noble and AMC Theaters
SCL CONFERENCE 2014RESPONDING TO CHANGE
• New products launched in late November
• December sales bucked the trend
SCL CONFERENCE 2014RESPONDING TO CHANGE
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
2011 2012 2013
Macerich
GGP
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
2011 2012 2013
Macerich
GGPOther mall client
New products have opened up new opportunities to compete via offers and other incentives E.G. upcoming Gap Offer
SCL CONFERENCE 2014RESPONDING TO CHANGE
COMING SOON• Bulk orders
• Mobile sales
SCL CONFERENCE 2014RESPONDING TO CHANGE
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