Simon providing customer data to retailers
A major mall and shopping center operator is helping retailers curate and target their consumer advertising messages.
Simon is adding new first-party retail data (data the company collects directly from its customers) capabilities to its Simon Media & Experiences media division. This means retailers using its digital, static and experiential media offerings now have access to Simon’s proprietary consumer trends, interests, locations, demographics and purchasing tendencies.
As a result, retailers and ad agencies will be able to define more precise audiences for their marketing messages and seamlessly activate campaigns with enhanced customer targeting.
For example, Simon said that a retailer with physical stores in its centers could build a targeted audience of shoppers by blending affinity insights, online search behavior, engagement metrics, cart additions, and transactional data from Simon’s omnichannel initiatives.
The retailer could then reach this defined audience directly to connect them with products they are most likely to purchase, through its own digital marketing efforts as well as through Simon’s nationwide in-mall retail media network.
In an actual pre-launch pilot campaign, the company says that a fashion retailer with 70 locations in Simon centers boosted both in-store and online sales while also generating increases in awareness, consideration, and purchase intent through a Simon omnichannel campaign leveraging its new data capabilities, delivering five times return on ad spend.
"Simon’s unique perspective as a shopping destination operator and an omnichannel marketing provider gives us unmatched insight into how consumers engage with retail," said Chip Harding, executive VP, Simon Media & Experiences. "Our first-party data capabilities and nationwide in-mall media network empower brands to execute full-funnel campaigns that connect the dots between physical and digital touchpoints. This approach delivers precision targeting that drives measurable results."
According to Simon, the network also enables retailers to better measure the return on investment for their omnichannel campaigns, connecting digital and in-store sales with foot traffic data.
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Simon is a real estate investment trust engaged in the ownership of premier shopping, dining, and entertainment mixed-use destinations with roughly 200 properties across North America, Europe and Asia.
