In large centres such as Chadstone, Vicinity Centres work with their retail tenants to curate offers and discounts specific to international and interstate customers visiting the centre.
The customer experience involved the distribution of a physical “passport” that detailed the offers. This offline process created the following challenges for Vicinity Centres:
Due to print cycles, offers required 6-month commitments from retailers
Due to the offline nature of the passport, attribution and uptake was difficult to measure
IE was approached to co-design a reimagined digital passport that:
Allowed centre and head office staff to quickly onboard and distribute the passport to customers
Gave head office staff the tools to offer their retail partners greater flexibility in their offers
Allowed the accurate measurement and attribution of offer redemption