Tanger Outlets rolls out new app, refreshes loyalty program
Tanger Factory Outlet Centers is attempting to increase customer engagement via multiple touchpoints.
The leading operator of upscale, open-air shopping centers is launching a new mobile consumer app, as well as an upgraded version of its TangerClub customer loyalty program. Details of each offering follow.
Mobile app
The new TangerClub app is designed to enable shoppers to emore asily find and use digital offers tailored to their interests and contextual to their Tanger location. The company has also migrated its customer service offerings to a digital messaging service that provides real-time information and responses to requests.
In addition, Tanger is retooling its digital channels in an effort to deliver a more intuitive and engaging experience for current and potential customers.
Rewards program
Benefits of the updated TangerClub loyalty offering are available through a new tiered program structure with differentiated perks and benefits at each level, beginning with a "Blue" free tier that requires only an email address to join and enables members to earn points on every purchase at a Tanger center.
For a $20 annual subscription fee, members can join the "Gold" tier to gain access to elevated retailer offers and earn double points on every dollar spent. The top "Platinum" tier enables members to earn the best retailer offers and triple points after reaching a spending threshold.
Existing members of the "Insiders" loyalty program and TangerClub participants have been automatically enrolled in Tanger's new loyalty program at a corresponding level to their current engagement. New members can join TangerClub by downloading the TangerClub app and creating a free account.
The TangerClub loyalty offering is supported by Coniq, a provider of customer engagement and loyalty solutions for shopping centers and retail destinations. Utilizing the Coniq platform, Tanger seeks to improve its ability to support retail partners with more access to customer preferences, patterns, and spend, and leverage these insights to drive customer engagement.
Tanger says its mobile and loyalty investments are part of a broader strategy to commercialize marketing and build a stronger and more vibrant platform for retailers, customers, and the communities where it operates.
"Tanger has been pioneering innovative ways to enhance the shopper experience for over 40 years. As part of our vision to use customer insights and experience to inform the future of shopping, we have rebuilt our guest loyalty program and digital experiences from the ground up," said Stephen Yalof, president and CEO, Tanger. "Using a digital-first engagement approach, we can better serve our guests and brand partners by offering an expanded suite of exclusive benefits and personalized offers for our guests and more targeted and effective avenues for customer engagement for retailers."
[Read more: Tanger launches ‘first-of-its-kind’ virtual outlet shopping service]
Based in Greensboro, N.C., Tanger Factory Outlet Centers Inc. is an operator of upscale open-air outlet centers and fully or partially owns and/or manages a portfolio of 37 centers, including one center under development. Tanger's operating centers, which comprise approximately 14 million square feet, are located in 20 states and in Canada and are leased to over 2,700 stores operated by more than 600 different companies.