"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.
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.
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.
Do you want to offer your products in a consumer-friendly atmosphere?
We offer you the right solution!