Inspire customers
"We are working intensively on analyzing and segmenting the various visitor target groups. Another focus is on the intensive activation of existing customers with the help of digital customer loyalty tools and a targeted approach to potential new customers."
Ulrich Happe, Head of Department B2C Marketing
Segmentation
Our visitors - your customers
The better we know people's consumer behavior, the better we can tailor our marketplaces to their needs: Variety of offerings, quality of stay, amenities, atmosphere and attractions.
1. Analyze
Everyone consumes differently. But who and how? Our in-depth analyses provide answers to these and many other questions.
2. Segmentation
Eight relevant shopper types were identified. Segmentation makes it possible to address them effectively and efficiently.
3. Individualize
The effective combination of standardization and individualization makes the difference. Because every marketplace has its local USP.
4. Execute
The marketing measures derived from this have a targeted and frequency-boosting effect. Both online and offline.
Measurable results
Figures that are no coincidence:
> 1
Billion
Visitors per year
23,2
Billion €
Retail sales in the year
Customer Journey
Retain customers
Existing customers are the most valuable customer group. The task is to actively communicate with existing customers, to inspire them, surprise them and continuously excite them. All relevant tools along the customer journey are used for this purpose.
Social Media
The main social media accounts for each center are managed centrally.
Newsletter
Regular, target group-specific newsletter communication takes place.
Center app
The Myce app takes over the bidirectional interface function in the communication mix.
Mall Media
With the "Digital Center News Clubs" information system, the center is activated in real time!
CRM
The CRM system "Sales Force" is used to continuously track and optimize the channels.
Best Practice
Attractive events & exhibitions
Batman - Heroes in Training
The fascination of comics
ECE has established a multi-year entertainment partnership with Warner Bros. Many visitors experience the world of Batman and other comic heroes at five stations.
A unique attraction for many new visitors and regular customers: on nine event days per location, visitors to ECE marketplaces experience the fascination of comic heroes - at 5 experience stations:
At the "Comic Creation" station, for example, imagination and creativity are in demand! Visitors can be inspired by the work of a comic artist. Here, the stars are brought to life and their own adventures are created.
At other stations such as VR Game, Spin Masters Race, Movie Point, Life Size Selfie Figure / Walking Act, visitors will be offered further attractions for all the senses - supplemented by a competition with high-quality prizes from the Warner Bros. licensee portfolio.
The Entertainment Roadshow will be systematically announced and accompanied by ECE online via web/social media and on site via various onsite media so that as many consumers as possible are activated by the attraction.
Competitive & popular sports events
Indoor climbing
In cooperation with Faktor3 Sport, ECE has created a wide-ranging crowd-puller.
Watching top athletes and trying them out for yourself - an ideal combination.
Top sporting event meets climbing for all - an attractive combination for participants and spectators. Since 2019, this innovative and roadshow-ready event concept in collaboration with Faktor3 has regularly amazed the many visitors:
Anyone and everyone can try their hand at the climbing wall, which is almost 20 meters high. The highlight for visitors is always the professional speed climbing competitions - the fast-paced top attraction of this trend sport.
Our locations offer the perfect location for this attention-grabbing event - as evidenced by the positive visitor numbers and the resulting increase in sales for our rental partners.
This roadshow is systematically announced and accompanied by ECE online via web/social media as well as on site in the ECE center via various onsite media so that as many consumers as possible are motivated to visit the attraction - for the first time or again - and consume in the center.
Mosaic & show buildings
LEGO
LEGO is another building block in ECE's brand cooperation. The unbroken fascination for young and old is an excellent basis for successful and scalable frequency marketing.
The global brand from Billund in Denmark is still hard to beat in terms of fascination and appeal for people of all generations. In its centers, ECE offers LEGO the perfect stage to bring its cult toys to life for visitors - as an actor or spectator:
Impressive works of art showcasing complex designs and details. The use of LEGO bricks to create large-scale mosaics or realistic replicas of well-known buildings and scenes fascinates people and shows how creative and versatile the use of LEGO can be.
The following meanings should not be forgotten: Nostalgia and childhood memories, Interactivity and participation, Educational value, Aesthetic fascination, Community and togetherness. The combination of these makes LEGO a popular attraction for a broad target group.
The roadshow will be systematically announced and accompanied by ECE online via web/social media and on site via various onsite mediaso that as many consumers as possible are activated by the attraction.
Do you want to offer your products in a consumer-friendly atmosphere?
We offer you the right solution!