Cadillac Fairview goes a few extra miles


1127gogreen.gifYou undoubtedly use your shopping center’s newsletter as a valuable resource. With brand loyalty becoming a bigger issue in the current economic climate, being able to reach out to your audience and remind them why they love to shop at your mall is priceless. But are you doing all you can to connect with your shoppers?

In recent weeks, a number of malls have been upping the ante on newsletter registration. While many malls are still offering a chance to win a gift card or retailer prize package, some shopping centers are raising the value of their sign-up contests. One perennially popular contest to drive registrations is a chance to win a Nintendo Wii. Facing another Christmas season filled with Wii shortages, shoppers are willing to take whatever chance is offered to get their hands on the hard-to-find console.

But Cadillac Fairview is one company that’s taking it a step further with its “Go Green and Win” promotion. Shoppers who register for the Cadillac Fairview Experience (the company’s collection of email newsletters) are entered to win a tropical vacation for four, along with the usual gift cards and prize packs.

Not only is the prize inspirational – the website is impressive too. Filled with tips for green shopping and entertaining, the site offers even more value for discerning shoppers. Users can rate the articles, adding a social aspect. But the promotion itself doesn’t seem particularly green, so that disconnect may turn off skeptical shoppers, who are wary of “greenwashing.”

Do you find your shopping center’s newsletter(s) even more valuable in tough economic times?


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