Deepening guest engagement through e-communications
Bluewater delivers a unique experience to its guests, and wanted to deepen the engagement through a programme of relevant and targeted communications.
Our challenge was to capture the data to enable this, and to then define and deliver the communications programme.
To develop an effective communications programme, we wanted to ensure that we captured the guests' email addresses and that we identified what they wished to hear about from Bluewater.
We therefore created a sign up form that not only captured their email addresses but also their prefered brands and areas of interest and their postcode. This then enabled us to start defining a targeted suite of e-communications.
We designed a range of different emails that would enable us to personalise the content and to ensure that we could target the communications based on the data we had captured.
The emails are also fully responsive as many guests access these emails on their mobiles.
We then implemented a lifecycle of communications, from welcoming new guests to targeted offers to sustain engagement.
Bluewater now has a sophisticated e-communications solution that enables them to deliver relevant and timely communicaitons to their guests, and to drive incremental frequency of visits to Bluewater.