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05.07.2008 6:20 pm

Would promotions influence you to shop at participating malls?

Because mall owners in other parts of the country have successfully run loyalty programs, CBL & Associates thought it would test one such program in the St. Louis area, according to a story in Thursday’s Post-Dispatch.

CBL, the owners for the past year of West County Center and Chesterfield Mall, among othere, launched a joint loyalty promotion in which shoppers can get gifts and coupons when they spend a minimum of $1,000 at the malls through the end of the year. This is the first promotion of its type in the St. Louis area.

Ann Raider, an executive with a leading developer of retail-marketing solutions and customer-loyalty programs, says that other mall operators have had luck with these kinds of programs.

“It gives you cross-pollination. It encourages shoppers to go to different stores,” said Raider, who is based in Boston. “Consumers respond very well because they are planning on spending anyway.”

The program at West County and Chesterfield malls, which runs until Dec. 15, offers three reward tiers for spending minimums of $1,000, $2,000 and $4,000, with gifts rising in value. But the program does put a limit on how much big-ticket items can count toward rewards. Shoppers can get only $300 credit for each appliance, art work, electronic item, gift card and piece of furniture that is valued over that amount.

Would free gifts or promotions influence where you shop?

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18 comments

I shop where I need something, when I need something. Spending a grand at the mall would be pretty hard for me to do. I doubt the “gifts” and “coupons” would be worth your while anyway because you probably have to buy something in order to get the gift or use the coupon. This sounds like a program for dopes.

— Tim
11:18 pm May 7th, 2008

Does anybody besides the young female blonde airheads really “shop” anymore? I’m with Tim. I know what I need. I know where to get it. I’m in. I’m out. I’m on with my life.

— Pat Carpenter
7:13 am May 8th, 2008

I agree with Tim. In high school, in our senior year we had a lock-in, and area restaurants donated food for the senior class. Most restaurants donated generously–whole pizzas, large servings of toasted ravioli, large sandwiches, etc. Then comes Steak & Shake. They donated $1.00 off coupons on future purchases! Wow–how generous! The kids threw them in the trash. I haven’t been back to Steak & Shake since graduation–almost 9 years ago.

When I need something, I buy it. I’m not typically motivated by coupons for future purchases.

— Ryan On The Euphonium
7:16 am May 8th, 2008

Tim, you are right.

I can name off the top of my head at lease 100 different promotions for a strip mall that would work better than theirs The strip mall would make money and not spend it.

I built large subdivisions. My smallest was 40 acres, and my largest was 640 acres. Depending on the size of the subdivision I built an appropriate sized strip mall. including a appropriate sized parking to hold special events. To have me build for a particular client, and all others, they had to pay 2 percent of their gross profits for advertising and promotion.

As Two Examples; A car dealer who wanted to display his cars for a day, with special discounts could pay from 250.00 to $5,000. for a week.

The most successful promotion I have seen was a Dog dressed in Easter Wear with a $500.00 prize for the best dressed dog. $400. for the 2nd continuing down to $100 for the 5th place. It brought hundreds of dogs, and thousands of buyers who were curious.

Funny stuff.

— johnh
7:47 am May 8th, 2008

Helloooo???
Women are all about the “gift with purchase.” The comments so far have been from men, who just don’t understand the concept. I think this will work for the malls. And no, I am not a young blonde.

— erin
8:48 am May 8th, 2008

wow, someone has issues with “Blonde’s that shop”, I am personally offended being a Blonde & someone who enjoys shopping. Maybe you Pat Carpenter need to look at why you write such hateful posts, what do you get out of being mean to people… Not all Blondes are airheads, thank you.. But you however have shown that you have some anger issues you need to check…. Maybe some shopping might do yoiu good, shopping for a better outlook on life perhaps.

Not an airheaf Blonde

— GiGI
9:06 am May 8th, 2008

My habits are similar to Tim’s, except that I often use teaser coupons (particularly at JCPenney) to buy necessities for my family. I normally avoid the traditional malls as if they were leper colonies.

That said, I’m all for PR in a tight market–malls that start loyalty programs differentiate themselves from others, especially important since they mostly have the same retail mix. And I have no problem with people choosing to spend their money frivolously, so long as I’m not paying for it. But characterizing that choice as patriotic is an insult to anyone who ever served in the Armed Forces, and especially to those risking their lives now.

— LisaS
9:36 am May 8th, 2008

If I can get away with it, I buy things online most of the time.

The free gift the online shops offer is the gift of getting your time back to spend somewhere not in a crowded mall.

— Employees Must Wash Hands
10:18 am May 8th, 2008

I always shop with the coupons and percent offs. I am a bargain hunter. This could work; people can very easily spend a grand on 365 days especially the holiday times. And Pat…I AM blonde and I know how to shop to get the best deals at the best times during these lousy times. DO YOU?? Obviously not. How do you get your clothes and necessities? From your wife obviously!

— Christina
11:05 am May 8th, 2008

I thought Pat was a female. Nice assumption…but not surprising for a blond.

— Nice
1:38 pm May 8th, 2008

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Lew Schucart