STARWOOD RETAIL PARTNERS

PUTTING THE HEARTBEAT BACK IN THE LOCAL MALL

Challenge:   Develop a guest experience strategy for 30 malls

Deliverable:  Customer Experience Strategy and Tactics

Concept:   "I love it here"

Agency:   Riley Group Inc.

Starwood Retail Properties purchased 30 malls across the US and needed a customer experience strategy that would unify the properties and build equity for this new brand.

We started by asking shoppers to dream about their ideal future mall. We quickly learned there’s a lot of love for the local mall. Shoppers were bullish about its future. However, none of them felt at home in the mall.

So we set out to create an inclusive guest experience strategy that would meet the needs of all shoppers and make the mall an easier, more comfortable and authentically engaging destination.

 
“The Riley Group brings enthusiasm, passion and forward thinking to the Starwood brand. I’ve been working with Carl Riley specifically for over two years now and he is dedicated, community-minded and eternally upbeat. The Riley Group is a team of strategic and creative thinkers and project managers who adapt to change quickly and constantly strive to move the needle.”
— Chelsie Petereit, CMD, Vice President of Marketing, Starwood Retail Partners