Tanger Outlets has revamped its TangerClub loyalty program into a three-tier subscription program and is leveraging the Coniq platform that powers it to support retail partners with more access to customer preferences, patterns and spend.
Additionally, the open-air shopping center company has debuted a new mobile app, designed to help shoppers easily find and use digital offers tailored to their interests and contextual to their Tanger location. Tanger also has migrated its customer service offerings to a more user-friendly digital messaging service that provides consumers with real-time information and responses to requests.
“As part of our vision to use customer insights and experience to inform the future of shopping, we have rebuilt our guest loyalty program and digital experiences from the ground up,” said Stephen Yalof, President and CEO of Tanger Outlets in a statement. “Using a digital-first engagement approach, we can better serve our guests and brand partners by offering an expanded suite of exclusive benefits and personalized offers for our guests and more targeted and effective avenues for customer engagement for retailers.”
The TangerClub program will offer a no-fee “Blue” tier that only requires an email address for new members to join, rewarding them with points for spending at all Tanger retailers and food outlets. For a $20 annual subscription fee, members can join the “Gold” tier to access elevated retailer offerings and earn double points. After reaching a spending threshold, the most engaged members can progress to the program’s “Platinum” level to earn the best retailer offers and triple points on their purchases.
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“Tanger’s shift to a subscription model will enable us to reinvest a portion of the subscription fee into providing an even more differentiated experience for guests,” said Andrew Wingrove, EVP and Chief Commercial Officer at Tanger in a statement. “Additionally, the no-cost Blue tier will enable Tanger to better engage its millions of customers who previously have been notified by email about available promotions from our partners.”
Existing TangerClub members have been automatically enrolled in the new loyalty program at a level corresponding to their current engagement, and new members can join by downloading the TangerClub app.
