Discover effective brand engagement strategies and best practices to boost tenant buy-in in shopping malls.
Brand engagement has become a critical factor for the success of loyalty programs in shopping centers across the globe. Mall operators face an uphill battle in convincing tenants to participate in loyalty programs, create offers, and engage meaningfully with customers. The challenge isn’t just about signing up brands—it’s about securing their active participation, sustaining engagement, and using data to refine strategies that drive real value for tenants and customers alike.
Tenant buy-in is essential for loyalty programs to thrive. Without consistent participation from a significant portion of brands, even the most sophisticated loyalty initiatives can struggle to deliver measurable returns.
The good news is that Coniq has crafted proven strategies and tools to help mall operators boost brand participation and gain deeper customer insights. Results from Coniq’s U.S. clients showcase the impact of a well-designed loyalty program that delivers diverse rewards and incentives.
- Coniq clients experience a 54% increase in transactions among loyalty program members.
- US clients see a 43% boost in active customers compared to non-members.
- Loyalty members generate 55% higher sales value than non-members.
Understanding the Engagement Gap
For any retail destination, attracting shoppers relies on a diverse mix of offers and promotions from various retailers. The gap in tenant engagement becomes clear when comparing participation levels in shopping mall promotions.
Consider this scenario: A mall with approximately 50 tenants has only 9 participating, with just 5 active promotions. This results in an engagement rate of 18%, demonstrating the challenge of encouraging widespread tenant involvement—an essential factor in overall engagement success.
In contrast, data from a Coniq client in the USA paints a different picture. Out of 500+ tenants, around 300 actively participate in the loyalty program, achieving a 60% engagement rate. This client also runs over 421 live promotions, reflecting strong tenant buy-in and high customer engagement.
This stark difference underscores the importance of strategic tenant onboarding, data-driven insights, and ongoing support to maximize program success.
How Coniq Helps Drive Tenant Buy-In
Coniq has developed a multi-faceted approach to secure and sustain tenant engagement:
On-Site Brand Engagement and Education
Coniq’s hands-on approach has been instrumental in securing tenant buy-in. For example, at Mall of America, Coniq deployed a Brand Engagement Team to engage directly with tenants in person. This team provided:
- Live training on the loyalty program and technology
- Step-by-step guidance on submitting offers through Coniq’s Insights Hub
- Education on the value of loyalty-driven customer insights
By working directly with tenants, Coniq helped brands understand how participating in the program could drive foot traffic and boost sales.
Data-Driven Reporting to Prove Value
One of the most powerful tools Coniq offers is tenant reporting. Coniq provides two key types of reports:
- Cross Shopping Report
- Compares a tenant’s performance to top correlated brands within the loyalty program based on member shopping behavior
- Provides a Brand Correlation Matrix showing the degree of co-shopping activity between brands
- Helps tenants understand customer behavior, cross-shopping patterns, and opportunities for collaboration
- Custom Ad Hoc Reports
- Provides detailed insights into shopper demographics, purchasing behavior, and loyalty-driven versus non-loyalty-driven sales
- Offers actionable data to help tenants refine their offers and customer engagement strategies
Example insight: A tenant might discover that customers who shop at their store are also highly likely to visit two other specific stores afterward, opening the door for strategic partnerships and cross-promotions.
Streamlined Offer Management Through Insights Hub
Coniq makes it easy for tenants to manage offers and promotions through the Insights Hub:
- Tenant logs in to Insights Hub
- Submits an Offer or Promotion
- Details sent to the mall’s moderators
- The submission is approved/ edited by mall moderators
- Once approved, the content is published via Coniq’s platform
Coniq also supports clients by providing tenant training on the Insights Hub platform, ensuring that tenants can easily submit and track their offers.
Best Practices for Increasing Tenant Buy-In
Coniq’s experience with successful mall loyalty programs has revealed several best practices for boosting tenant participation:
1. Invest in Face-to-Face Engagement
In-person training and relationship-building are critical. Our client’s success reflects the value of Coniq’s live engagement approach, where direct communication helped tenants understand the program’s benefits and build confidence in the platform.
2. Provide Clear, Actionable Data
Tenants are more likely to engage when they see the value in the form of data. Coniq’s Cross Shopping and Ad Hoc Reports give tenants a clear picture of customer behavior and help them adjust their strategies accordingly.
3. Make Offer Management Simple and Accessible
The easier it is for tenants to create and manage offers, the more likely they are to participate. Coniq’s Insights Hub streamlines the submission and approval process, reducing friction and encouraging consistent participation.
4. Facilitate Collaboration Between Brands
Cross-brand insights from Coniq’s Brand Correlation Matrix empower tenants to identify strategic partners and develop joint promotions that drive mutual benefit.
For US malls looking to unlock the full potential of their loyalty programs, Coniq provides the tools, strategies, and support needed to transform tenant engagement from a challenge into a competitive advantage.
Do you want to drive foot traffic for you and your retail brands? Discover 5 ways to enhance foot traffic here
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